A PROJECT REPORT ON

“Study on Consumer Buying Behavior & Satisfaction Level for Hero

Honda Motorcycle with reference to Ranchi city in Jharkhand”

Submitted By:

NAROTTAM KUMAR

Roll No.-MBA/1089/09

&

ANUBHAV

Roll No.-MBA/1046/09

Of

Functional Project

DEPARTMENT OF MANAGEMENT

BIRLA INSTITUTE OF TECHNOLOGY- MESRA,

RANCHI – 825251

1

Certificate Of Internal Guide

This is to certify that project titled --Study on Consumer Buying Behavior & Satisfaction Level for Hero Honda Motorcycle with reference to Ranchi city in Jharkhand is a bonafide work carried Out by Mr. Narottam Kumar & Anubhav a candidate for the award of Master of Business Administration of Birla Institute Of Technology,Mesra,Ranchi under my guidance and direction.

DATE Signature of guide

PLACE Name:

Designation: HOD

Institute: B.I.T MESRA,Ranchi

2

ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only factor to

achieve the desired goal. Those must be supplemented by the guidance assistance and

cooperation of experts to make it success. I am extremely grateful to my institute for

providing me the opportunity to undertake this research project in the prestigious field. With

profound pleasure, I extend my extreme sincere sense of gratitude and

indebtedness to Mr.Hemant Jain (Founder of Auto Bikes) for extensive and valuable

guidance that was always available to me ungrudgingly and instantly, which help me

complete my project without difficulty. I express my deep and sincere gratitude to Mr. Nitin

Kumar (Sales Manager of Auto Bikes) for providing me firsthand knowledge. Last but not

the least I am indebted to Prof.Dr. S.K Bose, Director, of our institute and my project guide

Prof. Anand Prasad Shinha without whose sincere gratitude this project would not have been

possible. I am thankful to all of my friends and batch mates for their help in completing this

project work. Finally, I am thankful to my entire family members for their great support and

encouragement.

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CONTENTS

Chapter No. Subject Page No.

I Rationale of study 1

II Objective of study 4-6

Titels of the project

Objective of the study

Scope of the study

III Profile of company 7-17

IV Rivew of literature 18-23

V Resarch methodology 24-28

Resarch design

Data collection method/sources

Sampling plan

VI Data analysis and interpretation

29-49

VI Finding 50-51

VII Limitations 52-53

Appendix 54

Questionnaire 55-59

Bibilography & Websites 60

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CHAPTER – I

Rational For The Study

5

Two Wheeler Auto Mobile’s Introduction

Throughout the centuries man has striven to expand his 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 was it. Coupled with his need to find new thrills, new adventures

and new modes of transportation, the invention refinement of the motorcycle

seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as

early 14th century. And his drawing shows a remarkable resemblance to he modern day bike.

It had wheels of similar size and even pedals and chain. Albeit made without any apparent

means of steering. Through never built, it was a remarkably clever design, and early bicycle

makers would have done well to study his concepts, there have, in fact been 4 machines built

based on his drawing, attesting to the viability of his design. It wasn‘t until 1869 that the first

serious attempts were made to produce motor driven bicycles. These very first were powered

by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869

by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler,

Europe this is consider by many as the first true motorcycle or motor bicycle,

as it was the first to employ an internal combustion engine and was designed from the ground

up to be motor powered. Designed by gottlibe Daimler it was powered by an

Otto cycle engine producing about ½ horse powers. Note this design again

employed wooden wheels and Daimler dropped the twist grip controls from his 1877

design in favor of leavers on the frame. In 1894, Hildebrand and Wolfmuller, France Worlds

produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing

2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production

motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster

engine that was a French copy of the Metz Company, in Waltham, mass.

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Introduction of India Two wheeler’s Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of

the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen

a significant growth over the years. Now owing a bike has become a must for most Indians.

Even if people own a car they prefer to have a bike as it is very economical and fuel efficient.

With the growth in the economy the demand for two wheelers is increasing over the years. It

is one of the most dynamic industries today and with the increasing competition companies

are bringing in new products with sophisticated technologies and innovative features to

capture a major pie of the Indian market and it‘s the consumer who is benefited from it..

With the availability of reduced consumer loans and high disposable income the Indian two-

wheeler industry has perceived an exceptional growth over the past few years thereby making

India the second largest market for two wheelers in the world only after China. The

motorcycle has now become one most popular mode of transportation among the Indian

middle class families because of it is cost effective, economical and easy to navigate through

the traffic.

Moreover, the people have started preferring bikes instead of scooters and mopeds

and today bikes form a major part of the Indian two wheelers. Indian companies are one of

the largest two wheeler manufacturers in the world. The number one bike manufacturer in

the world, Hero Honda is in close competition with the Indian manufacturer

Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90‘s

with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further

companies are trying to bring in more innovations to make the motorcycle ride more

comfortable, safe and user friendly and economical. In a nut shell the followings

factors can be distinguished for the growth of motorcycle industry in India:

Easy accessibility to cheap consumer loans

The increase in the average income of the family.

The reduction in duties and taxes.

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Convenience with regards to commuting as compared to the public transport system.

Continuous innovations in technology making the bikes economic and fuel-efficient. The first choice among youths and teenagers.

Introduction of Study

Selling of any product, there is needed to build relationship with customer. For building

relationship there is need for knowing the customer behavior and how will be they satisfied?

This project is undertaken to know the customer behavior & satisfaction level

for Hero Honda Motorcycle in Supreme Auto (at Ranchi) Also through this project get

awareness that which factors affect on the selling of bike mainly in the rural area. Because

the area where project was undergoing, it is almost rural area and most population income

depends on agriculture or its products. There were some limitations while doing the project.

The data was collected by personal interviews of the respondents.

It was very challenging to fill up the questionnaire as most of the population comes from

rural back ground. As it was the rural area we were supposed to explain each and every

question of the questionnaire. Also many of them did not show any interest in filling

questionnaires. This study will help Hero Honda to know the most popular way by which

they are providing services and quality to the customers and to know various customers

Perceptions. From the study, we found that, the customers were highly satisfied with the

products and service of Hero Honda, but there were some complaints regarding after sales

service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good

brand image in the market. Most of the respondents considered Hero Honda showroom is one

of the best places to purchase of Motorcycle. The present is the era of customers. Customers

are more knowledgeable than ever before and because the customer is more knowledgeable,

companies must be faster, more agile and more creative than few years ago. So

companies should strive to enhance customer satisfaction through knowing

their expectations regarding products. Hero Honda should improve on their after sales

support, and have knowledgeable support staff. Also Hero Honda should increase the range

of its targeted market.

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CHAPTER – II

Objective Of The Study

9

Title of the Project

In today‘s world customer is the key of the success of any business. So, Customer behavior

and its satisfaction level play very key role to sale of the product. That‘s why we decide to

keep the project title related this key factor called --Study on consumer buying behavior and

satisfaction level for Hero Honda Motorcycle with reference to Ranchi in Jharkhand”.

Main purpose of the study was to know the customer buying behavior and demand into the

minds of customer of Ranchi because always customers say something and does something.

At the same time as there are many companies manufacturing motorcycles, idea about

thinking of customer on whether, what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying behavior at the purchase

of Hero Honda bike. so the researcher problem is to identify what are the criteria that

prospective customer takes into consideration before buying the motorcycles. Also

after purchasing are customers being satisfied or not?

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Objective of the Study

To know market position of Hero Honda bike in the market.

To know consumer behavior for purchase of two wheeler bike.

To identify the factor which influences on consumer decision?

To classify which types of customers visiting of Dealers with reference to age,

gender, income

To know which medium play important role for purchasing bike.

To study who is the decision make in purchasing bike?.

To study whether customers are satisfied with staff and service or not?

Identifying possible areas of Improvement.

To know the status of different offers.

SCOPE OF STUDY

The main scope of the study is restricted to Ranchi city in Jharkhand.

This study has been made to find the level of satisfaction the customer

has regarding the service provider by bike place at Ranchi city.

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CHAPTER – III

Profile Of The Company

12

HERO HOND PROFILE

Logo

Founded January 19,1984 in Gurugaon,Haryana,india

Hadequaters Haryana,india

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HERO HONDA HEADQUARTERS

Board Of Director

1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director

2 Mr. Pawan Munjal Managing Director & CEO

3 Mr. Toshiaki Nakagawa Joint Managing Director

4 4 Mr. Sumihisa Fukuda Technical Director

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Om Prakash Munjal, Founder

Mr. Brijmohan Lall Munjal, Chairman

Key people Mr. Toshiaki Nakagawa, Joint Managing Director

Mr. Pawan Munjal, Managing Director

Industry AutomotiveProduct

Motorcycles, Scooters

RevenueU$ 2.8 billion

Website http://www.herohonda.com/site/home/home.asp

5 Mr. Om Prakash Munjal Non-executive Director

6 Mr. Sunil Kant Munjal Non-executive Director

7 7 Mr. Masahiro Takedagawa Non-executive Director

8 Mr. Santoshi Matsuzawa (Alternate Director to Mr.Takashi Nagai)

Non-executive Director

9 Mr. Pradeep Dinodia Non-executive & Independent Director

10 Gen.(Retd.) Ved Prakash MalikNon-executive & Independent Director

11 Mr. Analjit SinghNon-executive & Independent Director

12 Dr. Pritam Singh Non-executive & Independent Director

13 Ms. Shobhana Bhartia Non-executive & Independent Director

14 Mr. Meleveetil Damodaran Non-executive & Independent Director

15 . Mr. Arun Nath Maira Non-executive & Independent Director

The joint venture between India's Hero Group and Honda Motor Company, Japan has not only

created the world's single largest two wheeler company but also one of the most

successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was possible to

drive a vehicle without polluting the roads. The company introduced new

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generation motorcycles that set industry benchmarks for fuel thrift and low emission. A

legendary 'Fill it - Shut it - Forget it' campaigncaptured the imagination of commuters across

India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many

as the number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and

today, every second motorcycle sold in the country is a Hero Honda. Every 30

seconds, someone in India buys Hero Honda's top -selling motorcycle – Splendor. This

festive season, the company sold half a million two wheelers in a single month—a feat

unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing

facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of

the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year.

These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points.

These comprise a mix of dealerships, service and spare points, spare parts stockiest and

authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda

Passport Program, one of the largest programs of this kind in the world, has over 3 million

members on itsroster. The program has not only helped Hero Honda understand its customers

and deliver value at different price points, but has also created a loyal community of brand

ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is

constantly working towards consolidating its position in the market place. The company

believes that changing demographic profile of India, increasing urbanization and the

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empowerment of rural India will add millions of new families to the economic mainstream.

This would provide the growth ballast that would sustain Hero Honda in the years to come. As

Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We

pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the

next level. We'll do all it takes to reach there.''

Mission: Hero Honda‘s mission is to strive for synergy between technology, systems and

human resources, to produce products and services that meet the quality, performance and

price aspirations of its customers. At the same time maintain the highest standards of ethics

and social responsibilities

.This mission is what drives Hero Honda to new heights in excellence and helps the

organization forge a unique and mutually beneficial relationship with all its stake holders.

Product of hero Honda

Category Product name Slogan Engine Capacity

Entry CD Dawan Dawn 97.2 cc

CD Deluxe Naye Indian ki nayi Deluxe Bike

97.2 cc

Pleasure Why should boys have all the fun?

102 cc

Deluxe Splender+ Designed to excel 97.2 cc

Splender NXG The new Xitiing ride 97.2 cc

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Passion Pro Ride your passion flaunt your style unlimited”

97.2 cc

Passion Plus A whole new world of style 97.2 cc

Super Splendor Generation nayi bharosha wahi 124.7 cc

Glamour Simply Magnetic 124.7 cc

Glamour PMG FI

Because magnetic 124.8 cc

Premium Achiver Solid like you 149.8 cc

CBZ Extreme Live Extreme 149.1 cc

Hunk Because Muscles Matter 149.2 ccKarizma Always Game 223 cc

Dealer Profile

Mr Hemant Jain is the founder of Auto Bikes which is the oldest authorised dealer of Hero Honda Motorcycles Ltd in Ranchi city. It is situated in the heart of the city main road.

Value of Supreme Auto:

Trust Satisfaction Passion

VISION

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To make Supreme Auto the dominant for best service provider & dealer built on trust by all class people. This we hope to achieve by:

Understanding the needs of customers and offering them superior products and service

Leveraging technology to service customers quickly, efficiently and conveniently Providing an enabling environment to foster growth and learning for our employees And above all, building transparency in all our dealings.

MISSION

Understanding the needs of customers and offering them superior products and service

Building long lasting relationships with their customers & HHML. Providing an enabling environment to foster growth and learning for their employees

DEALER’S ORGANIZATION STRUCTUR

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AUTO BIKES’S STRUCTURE

DEALERS’ TIE UP

Auto Bikes provides facilities of finance & insurance to the customer at a time. So customers does not need to go anywhere for loan & insurance

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Finance Tie up

HDFC ICICI Bank

Both finance providers are belonging good reputation in the market. Also customers are free to get finance from any finance company.

Insurance Tie up

ICICI LOMBARD United India Insurance

Both insurance players have good image about customer oriented.

Achievements

During 2008 & 2010 it got award for best service provider of all over the india.

CHAPTER-IV

21

Review Of Literature

CUSTOMER BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and

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dispse of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as --Buyer Behavior|. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is --all psychological, Social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service.

Customer buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues,

23

retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance to the consumes. ource of information and their relative degree of importance to the consumes.

Personal Sources:

Family, friends, neighbor, as quittances.

Commercial Source:

Advertising, sales persons, dealers, packaging, displays.

Public sources:

mass media, consumer, rating organizations.

Experimental sources: Handling. Examine, using the product.

Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are: First, the consumer is trying to satisfy need. Second, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision.

4. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy. If the decision is to buy. The other additional decisions are:

24

Which types of bike he must buy?

From whom do you buy a bike?

How the payment to be made? And so on.

The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The Marketer‘s job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:-

The customer, satisfaction is a function Of closeness between the buyer, expectation and the products Perceiver performance. The larger the gap between expectation and performance, the greater the consumer dissatisfaction

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.

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Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore, management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences.

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Stimulus - Response model for buyer behaviour

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Marketing Stimulus

Product

Price

Place

Promotion

Other Stimulus

Economic

Political

Social

Technological

Buyer Response

Product Choice

Brand choice

Retail choice

Dealer choice

Purchases Timing

Purchases Amount

Purchase Frequency

Buyer characteristics

Buyer

decision making process

CHAPTER-V

28

Research Methodology

Research design

A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data.

The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the

study a descriptive one.

Type of Research

The study undertaken is of --Descriptive Research| in nature.

Nature of Research

The study is --quantitative| in nature.

It is structured, standardized, question based interview.

Types of Question

The types of question asked during the study are --Straight forward and limited probing|.

Total number of questions: 12

Total number of close ended questions: 10

Total number of open ended questions: 2

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Sources of Data

Secondary Source

In this study the secondary data is collected from the following sources.

1. Company‘s website

2. Reports of Company

3. Discussion with marketing and sales staff

4. Books on Marketing and Research methodology

Primary Source

The Primary source of collecting data for research is:

Questionnaire filled by the customers of Supreme Auto.

Primary Data of Collection

Research Technique

In this study the --survey method| is used as a research technique. This method helps to obtain right information from respondents.

Contact Method

In this study --Personal Exit interview| it is taken as a tool for the contact method. In which the personal interview is conducted with customers of Westside.

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Sampling plan

Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

(A) Population:-

The survey was conducted in Ranchi city.

(B)Sampling Unit:-

It means --Who is to be surveyed|. Here target population is decided and it is who are nterested to purchase --Bike| and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in Ranchi city.

(C)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 buying behavior of bike. The sample size is 100 respondents.

(D) Sample Element

The sample element of research is customer of Supreme Auto.

(E) Sample Extent

The sample extent is limited Ranchi city.

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(F) Sample Duration

The sample duration between Jan 2011 and Feb 2011

(G) Sampling Procedure

The sampling procedure followed is convenience.

Research Instrument

In this study the research instrument is --Questionnaire|. It consists of set of

question presented to espondents.

The questionnaire is structured & combinations of various close and open

ended questions. Close ended question already have the possible answers and

the open ended question allow the espondents to answer in their own word.

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CHAPTER-VI

Data Analysis and Interpretation

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1.AGE WISE CLASSIFICATION

Data:

Agr (in year) No. Of respondents Percentage (%)

18-20 30 30

21-25 37 37

26-30 15 15

31-35 06 06

36-40 07 07

41 & above 05 05

total 100 100

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Analysis:

Interpretation:

Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36- 40 and 41&above.

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2.0CCUPATION WISE CLASSIFICATION

Data;

Occupation No. Of respondent Percentage (%0

Agriculture 47 47

Student 30 30

Business 12 12

Serviceman 08 08

Other 03 03

Total 100 100

Analysia;

Interpretation

36

Above chart show s that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the student.12 respondents are businessman.

3. INCOME WISE CLASSIFICATION:

Data:

Income Level No. Of respondents Percentage (%)

<= 5000 54 54

5000-10,000 25 25

10,000-15,000 11 11

15,000-20,000 07 07

20,000 Above 03 03

Total 100 100

Analysis:

37

Interpretation:

Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000- 15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level

4. SOURCES OF FINANCE

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Data:

Sources of

Finance

By cash By loan Total

Agriculture 31 16 47

Student 11 17 30

Business 10 2 12

Profession 3 5 8

Others 1 2 3

Total 46 54 100

Analysis:

Interpretation:

39

Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero Honda Bike by Cash.

5. MEDIUM OF SOURCES

Data:

Analysis:

40

Sources No. of respondents Percentage (%)

News Paper 12 12

T.V.Advertisement

14 14

Friends 26 26

Others 48 48

Total 100 100

Interpretation:

Above graph shows that 48 % respondents are come to know from the =other‘. Then 26 % respondents are come to know from the =friends‘. 14 % & 12 % respondents are come to know from the T.V.Advertisement & news paper.

6. View of customers about “Advertisements create more awareness of Showroom”:

Data:

Response No. of respondents Percentage (%)

Yes 65 65

No 15 15

Can‘t Say 10 10

Analysis:

41

Interpretation:

Above graph shows that the majority of customers are agreed on the advertisement creates more awareness of showroom and very few of customers are disagreed.

7. AGE V/S USAGE OF COMPANIES MOTORCYCLE

42

Data:

Age (in

year)

Hero

Honda

Bajaj TVS Yamaha Honda Total

18-20 15 05 02 02 30 30

21-25 23 06 03 03 37 37

26-30 09 02 03 03 15 15

31-35 02 00 01 01 06 06

36-40 01 02 01 01 07 07

41& 01 01 02 02 05 05

Above Total

51 16 10 12 11 100

Analysis:

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Interpretation:

Above Charts shows that 51 respondents are using Hero Honda Company‘s Motorcycle. And 16 respondents are using Bajaj bikes.

8. Who is decision maker for purchasing bike in your family?

Data:

44

Analysis

Interpretation:

Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.

9. RATING OF HERO HONDA MOTORCYLE FEATURES

45

Sources No. of respondents Percentage (%)

Father 46 46

Self 42 42

Mother 10 10

Others 02 02

Total 100 100

Data:

Weight age 6 5 4 3 2 1Attributes Excellen

tVery good

Good Average Poor Very poor

Total Total score

Price 30 20 18 16 10 06 100 426Less

maintenance

18 11 17 30 13 11 100 358

Style 21 18 19 10 11 21 100 355Durability 10 17 16 24 21 12 100 335Mileage 24 19 14 17 09 17 100 381

Easy Driving

20 12 21 23 10 14 100 367

Brand Reputation

17 19 14 21 17 12 100 362

Color 28 19 18 13 10 12 100 405Pick up 19 22 15 20 14 10 100 382Total 187 157 152 174 115 115 900 3370

Analysis

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Attributes Weight agePrice 426Less Maintenance 358Style 355Durability 335Mileage 381Easy Driving 367Brand Reputation 362Color 406Pick up 382Total 3370

Interpretation: Above chart show that more no of respondents are give more weight age to the price and color.

10. RATING OF SHOW ROOM ATTRIBUTES

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Data:

Attributes Excellent Very Good Average Poor Total

Availability 30 24 18 16 12 100

After Sales

reponse

16 35 24 15 10 100

Knowledge

Of Sales man

20 21 23 20 16 100

Service 25 18 27 19 11 100

Infrastructure 12 29 20 17 22 100

Total 103 127 112 87 71 500

Analysis:

48

Interpretation:

Above chart shows that 30 respondents out of 100 give Weight age on availability is excellent and second 35 respondents out of 100 give weight age on after sales response is Very Good, 23 respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight age on services is good, 29 respondents give weight age on Infrastructure is Very Good.

11.RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU

49

MOST.

Attributes Excellent Very Good

Good Average Poor Total

Festival Offer 43 21 12 14 10 100

Exchange Offer 15 31 29 12 13 100

Special Gift 20 19 30 20 11 100

CashDiscount 11 21 19 34 15 100

AnniversaryOffer 14 13 12 20 41 100

Total 103 105 102 100 90 500

Data:

Analysis:

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Interpretation:

Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents are give a good rank, in cash discount 34 respondents are give a average rank

12. RANKING OF ATTRIBUTE WHICH IMPORTAN IN PURCHASING HERO HONDA BIKE

Data:

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Attributes 1st 2nd 3rd 4th 5th Total

Mileage 31 26 15 18 10 100

Available 14 25 32 16 13 100

Price 22 16 42 11 09 100

Pick up 17 18 29 21 15 100

Color 20 24 26 10 20 100

Total 104 109 144 76 67 500

Analysis:

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Interpretation:

Above graph show that respondents give more importance to the mileage then after they give more importance to the price for purchasing motorcycle of Hero Honda. Respondents give

poor rating in availability of motorcycle as per their requirement and pickup attributes.

CHAPTER-VII

53

Findings

Findings

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In current market scenario, respondents give maximum no. of weight age to

price then after they consider mileage and colors respectively.

The study shows that more no. of respondents have connected as sources of income

from agriculture.

The study shows that 51 respondents are already user of Hero Honda motorcycle. So

Hero Honda is popular automobile company in study region.

?The study show that 48 respondents are come to know from --others| and 26

respondents are come to know from --friends| about Hero Honda bike.

The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45

respondents are purchase Hero Honda bike by cash.

The study shows that 31 respondents are give more points to mileage.

The study shows that 46 respondents‘ father take a decision to purchase bike And 42

respondents take a self decision to purchase bike.

The study shows that 30 respondents are give rank to availability of show rooms and

35 respondents are give rank to service.

The study shows that 43 respondents are giving excellent to festival

offer and 41 respondents are give poor rank to the anniversary offer.

SUGGESTIONS

Hero Honda should introduce a low price (25000 to 30000) moped.

For the promotion, company makes road-show that will Increase the sales.

Hero Honda should increase in advertisements through t.v., newspapers.

The company should give more concentrate on the advertisement.

Hero Honda should expand the targeted market like introducing special scooter

for women and also considering rural market related offers.

Hero Honda should work on sports and pick up bikes.

CHAPTER-VIII

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Limitations

56

Research work was carried out in Ranchi city of Jharkhand only the finding may not

be applicable to the other parts of the country because of social and cultural

differences.

The sample was collected using connivance-sampling techniques. As such

result may not give an exact representation of the population.

Shortage of time is also reason for incomprehensiveness.

The views of the people are biased therefore it may not be reflecting true picture.

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Questionnaire

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Appendix

CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________

___________________________________________

___________________________________________

C. Contact No.:-__________________________________________

D. Gender: Male / Female

E. Age (in year):-

18 to 20 ( ) 21 to 25 ( )

26 to 30 ( ) 31 to 35 ( )

36 to 40 ( ) 41 & above ( )

F. Occupation:-

Agriculture ( ) Businessman ( )

Students ( ) Professional ( )

Others ( )

G. monthly income:-

5000 ( ) 5000-10,000 ( )

10,000-15,000 ( ) 15,000-20,000 ( )

20,000 Above ( )

A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION

LEVEL FOR HERO HONDA MOTORCYCLE.

59

1 Do you have own bike?

(A) Yes ( ). (B) No ( )

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 Which medium do you refer to purchasing bike?

(A) News paper ( ) (C) TV advertisement ( )

(B) Friends ( ) (D) others ( )

4 Do you think advertisements create more awareness of showroom and

bikes?

(A) Yes (B) NO (C) Can‘t Say

5 Who is decision maker for purchasing bike in your family?

60

(A) Father ( ) (B) Mother ( )

(B) Self ( ) (D) other ( )

6 How do you purchase bike?

(A) By cash ( ) (B) By Loan ( )

7. Give points to the given bellow features in Hero Honda motorcycle?

Attributes 6 5 4 3 2 1

Price

Less

maintenance

Style

Durability

Mileage

Easy driving

Brand

reputation

Color

8. Give rating the following attribute of show room

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Attributes Excellent Very Good Good Average Poor

Availability

Knowledge of Sales

person

After sales

response

Services

infrastructure

9. Give rating the following offers that attract you most.

Attributes Excellent Very Good Good Average Poor

Festival

offer

Exchange

offer

Special

gift

Cash

discount

10. Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.

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Attributes 1st 2nd 3rd 4th 5th

Mileage

Available

Price

After service

Pick up

11. Do you properly understand of Passport scheme?

(A) Yes ( ) (B) No ( )

12. How do you find Passport Scheme?

(A) Excellent ( ) (B) Very Good ( )

(C) Good ( ) (D) Not Bad ( )

(E) Useless ( )

13. Give your suggestion if any:

______________________________________________________________

______________________________________________________________

_____________________________

Sign.___________________

Date.___________________

BIBLIOGRAPHY

63

Book Name Author Edition Publication

Marketing Research

G.C Beri 3rd Tata Mc Graw Hill Publishing Company Ltd

Marketing management

Philp Kotler 12th Prentice-Hell of India Private Ltd.

www.herohonda.com

www.nissparta.com

www.google.com

Websites

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