Project Findings v.01

8/3/2019 Project Findings v.01

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Research ProjectHero Honda split Effect on Brand Value of bikes produced by post-split company controlled by Hero group in

Nagpur Region

Sec D, Group 6

Research Project FindingsHero Honda split Effect on Brand Value of bikes produced by post-split company controlled by Hero group in Nagpur Region

Submitted to

Dr Kapil Chaturvedi

By

Sec D Rohit Deshmukh 2010185Group 6 Saket Rathi 2010197Semester III Sandeep Dhankar 2010200Batch 2010-12 Sarita Chowdary 2010296

1 Business Research Methods | IMT, Nagpur 2010-12


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Vaibhav Garg 2010279Debashish Bagg 2010298

Contents

I. SUMMARY .........................................................................................................4

II. INTRODUCTION .................................................................................................4

III. NEEDS/PROBLEMS ........................................................................................... .4

IV. RESEARCH OBJECTIVES .....................................................................................5

V. HYPOTHESIS ......................................................................................... ............5

VI. INFORMATION SOURCE .....................................................................................5

VII. SAMPLING PLAN ................................................................................................6

VIII. RESEARCH METHODOLOGY ..............................................................................6

IX. TIME .6

X. BUDGET ............................................................................................................7

XI. LIMITATIONS.....................................................................................................7

XII. SAMPLE QUESTIONNAIRE IN PROPOSAL ............................................................7

XIII. INTRODUCTION:................................................................................................9

XIV. VALIDATION OF QUESTIONNAIRE ......................................................................9

XV. QUESTIONNAIRE: ..............................................................................................9

XVI. INITIAL RESPONSES ........................................................................................12

XVII. DEALER QUESTIONNAIRE: ...............................................................................13



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A. QUESTIONNAIRE:............................................................................................13

XVIII. DATA COLLECTED AND INITIAL RESULTS ........................................................13

A. CONSUMER SURVEY: .......................................................................................13

B. DEALER SURVEY: ............................................................................................21

C. SECONDARY DATA SOURCE: ...........................................................................21

XIX. APPENDIX .......................................................................................... .............21

XX. REFERENCE.....................................................................................................22Reference



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I. Summary The research intends to measure impact of split of Hero Honda Motors Limited on

the brand value of bikes produced by post-split company controlled by Hero group. Theresearch intends to study the effect in city of Nagpur and its neighboring towns andvillages. The research would help us to ascertain the impact of split on the post-splitcompanies in terms of brand value and perception. This document briefs about variousrequirements set by the research topic and the way research will proceed.

II. IntroductionHero Honda Motors Limited 1 is a two wheeler manufacturer based in India. Hero

Honda is a joint venture between the Hero Group of India and Honda of Japan setup in1984. The vision of the company is to provide world class, affordable and durable

personal transport for masses.

The company is the largest two wheeler manufacturer in India and also has beenreferred to as the world's biggest manufacturer of 2-wheeled motorized vehicles for nineyears in succession since 2001. The 2006 Forbes, 200 Most Respected companies list hasHero Honda Motors ranked at 108. As a matter of fact every second bike sold in thecountry rolls out of Hero Honda factory.

In 2010, it was reported that Honda planned to sell its stake in the venture to the Hero Group (Munjal family).Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles Ltd. The Japanese auto major will exit the JV giving the Munjal familythat currently holds 26% stake in the companyan additional 26%.

Honda has an independent fully-owned twowheeler manufacturing subsidiary Honda Motorcycle and Scooter India (HMSI) and is credited for revolutionized theScooter category in India with its Activa and Aviator models. It also produces and sells

bikes under the brand name of Honda.

III. Needs/ProblemsHero Honda is in the business of automobile manufacturing for the last 26 years

and has grown to be the biggest two wheeler seller in the country. One of the reasons of its success is superior technology assistance by Honda Motor Co Ltd. (Japan).This split,which is supposed to take place at the end of this financial year,raises many concernsabout the brand value of products of resultant companies and mainly that of Hero group.



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Honda operates in India through its wholly owned subsidiary in the two wheeler segmentand offers various models of scooters and bikes.

After the split, Honda is certain to go aggressively in the bikes segment by thevirtue of its technological superiority. Itrevived the Indian scooter market by leadingmodel Activa, when the leading player BAJAJ left the turf, needs to be looked upon as athreat to the company post-split Hero Honda.

IV. Research Objectives To ascertain the effect on Brand value of products produced by post-split company

controlled by Hero Group:

What will be the perspective of the consumers towards post-split company andHonda after the split of Hero Honda?

Will the customer prefer Hero or Honda or any other competitors bikes infuture?

Will the brand of post-split company be able to communicate same value proposition as communicated by Hero Honda?

Perception about Heros ability to provide same level of technological expertiseand service level as that of Hero Honda?

I. HypothesisH1: The perspective of consumers will remain same towards the post-split company.

H2: The consumers will have same preference for the bikes produced by post-splitcompany as they have for Hero Honda bikes.

H3: The post-split company will be able to provide same level of technologicalexpertise and service level as that of Hero Honda.

II.Information Source

The group consisting of six members will be involved in the research project. Thesample of the research will include current owners of Hero Honda bike and Prospectivecustomers of bikes like college going students, sales executives, businessmen, etc. HeroHonda exists dealers and their sales staff.



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An online survey will also be conducted among the general public. The relevantinformation regarding the split is obtained from the sources listed in the reference section.

III. Sampling planAs discussed above the sampling would be a stratified sampling with prospective

buyers, present customers, sales executives, dealers as different strata. Though thenumber of a strata like prospective customer i.e. college going students and newemployees are more in number but might revel less of the present situation when othersmight be the decision makers so we would prefer disproportionate sampling . As there isa limit on total sample size i.e. 150 samples the whole samples would be divided intostrata as follows.

Strata Percentage of samplesallocated

Prospective customersStudents 20 %Businessmen or Service person 20 %

Present customersStudents 20 %Businessmen or Service person 20 %

Dealers and Sales executives 20 %Total 100%

Thus the group will be using stratified sampling with the sample size as 150,among the target population of Nagpur region among the sample profile described above.Sampling unit in this research will be individual. The above mentioned table is just anestimate it might be changes at a later stage of the project.

IV. Research Methodology The research will be an applied exploratory research . The data would primary in

nature and collected through survey . The survey will be based on the responses to aquestionnaire which would be provided to them. Further the survey would include

telephonic survey, online survey and physical survey. There will be efforts made tocollect secondary data from reliable source and parallel research that might be going onthe topic selected.

V. Time

Phase Description of Work End Dates



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Phase One Problem finding and description Jan 22 nd, 2010

Phase Two Research design and Sampling plan Feb 05th

, 2010Phase Three Sampling and data processing Feb 19 th, 2010

Phase Four Data interpretation and Report Mar 16 th, 2010

VI. Budget We propose the following budget for expenses to be incurred on the research

Description of Work Anticipated Costs

Phase One Problem finding and description Rs 100.00Phase Two Research design and Sampling plan Rs 200.00

Phase Three Sampling and data processing Rs 1500.00

Phase Four Data interpretation and Report Rs 200.00

Total Rs 2000.00

VII. LimitationsThis research would be constrained to the Nagpur city and surrounding towns and

villages. The sample size is small compared to the magnitude of the study along with

constrain of workforce, cost and time will impact the effectiveness of study. A few of the constraints that the group would like to implement in the study are as follows:

The study would be constrained to Nagpur and its surrounding area thus may or may not represent the entire population of the region as whole.

It cannot be used to infer the result as representation of the whole nation.

The group would also be depending on Judgmental sampling while sampling salesexecutives and dealers.

I. Sample Questionnaire in proposalThe questionnaire attached here by is a prospective and general one thought it has

to be tailored to individual strata of sample population. It also will be tested and reviewedagainst a group of test sample in the college before it is used to sample the public.



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General Questionnaire:1. Are you a bike user Yes No 2. Are you looking to buy one in the near future Yes No 3. Do you use Hero Honda bikes Yes No

4. Please specify a few reasons for buying Hero Honda bike or anyother bike:.

5. Are you satisfied by the way Hero Honda is servicing you YesNo

6. Please specify reasons for the same:

.

7. Are you satisfied with value that Hero Honda says and deliversin terms of performance of bikes Yes No

8. Are you satisfied with technology that Hero Honda use for itsbikes Yes No

9. Are you satisfied with the customer service that Hero Hondaprovides for its bikes Yes No

Hero Honda is splitting and Hero is now going to produce all the bikes:

10. Will you continue to use Hero Honda bikes Yes No

11.Please specify a few reasons for above:.

12.Will Hero be able to deliver value of money Hero Hondadelivered

a. in terms of performance of bikes Yes No b. in terms of technology used for its bikes Yes No c. in terms of customer service for its bikes Yes No

13. Will you switch to any other bike manufactures? Yes No

14.Please give reasons for the same

Thank you for completing the questionnaire.


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I. Introduction:As discussed in the proposal submitted sampling population is divided in the following

stratas and following questionnaire is formulated for the first and second strata i.e. present and perspective customer. For the third group it will be basically be a laddering process and dependon discretion of the interviewer and time he can procure from interviewee.

II. Validation of QuestionnairePresent questionnaire is tested for time consistency and measurability on a few faculty

and Section D students who falls in category of students, strata of prospective and presentcustomers which will be 40% of sample population. Most of the answers are were asked in likertscale of 10 so that each factors statistical measurement such as mean and variance could be

easily measured.III. Questionnaire:

Below is a sample of questionnaire that will be either emailed to prospectivecorrespondents of hand filled by researchers in the group while interviewing respondents on oneon one basis.

Hero Honda split Effect on Brand Value of bikes produced by post-split companycontrolled by H ero group

* RequiredTop of Form

Age group *

< 18 years

18 - 25

25 - 35

> 35 years

Are you bike user *

YesNo

If yes, Specify which company

TVS

Bajaj

Suzuki



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Hero Honda

Honda

Other:

If you are not bike user, are you looking to buy one in near future

Yes

No

If yes, Specify which company's bike are you thinking of buying

TVS

BajajSuzuki

Hero Honda

Honda

Other:

You prefer the most; the company or the product itself *like Bajaj or Pulsur

company

product

Equal preference to both

Please specify factors which you consider before buying a bike *

Word of mouth

mileage

looks

performance

resale value

cost of maintenancetechnology

durability

Other:

Rate performance of Hero Honda bikes in terms of mileage *



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1 2 3 4 5 6 7 8 9 10

Worse Best

Rate performance of Hero Honda bikes in terms of maintenance needed *

1 2 3 4 5 6 7 8 9 10

Worse Best

Rate performance of Hero Honda bikes in terms of resale value *

1 2 3 4 5 6 7 8 9 10

Worse Best

Rate performance of Hero Honda bikes in terms of customer service *

1 2 3 4 5 6 7 8 9 10

Worse Best

Rate performance of Hero Honda bikes in terms of technology used *

1 2 3 4 5 6 7 8 9 10

Worse Best

Hero Honda is splitting and Hero is now going to produce all the bikes:

Please respond the below section taking into account this information

Would HERO bikes perform as good as Hero Honda bikes in terms of millage *

1 2 3 4 5 6 7 8 9 10

would beinferior

would besuperior

Would HERO bikes perform as good as Hero Honda bikes in terms of maintenance needed *

1 2 3 4 5 6 7 8 9 10

would beinferior

would besuperior

Would HERO bikes perform as good as Hero Honda bikes in terms of customer service *

1 2 3 4 5 6 7 8 9 10



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would be

inferior

would be

superior Would HERO bikes perform as good as Hero Honda bikes in terms of technology *

1 2 3 4 5 6 7 8 9 10

would beinferior

would besuperior

Would HERO be able to satisfy customers as good as Hero Honda *

May be

Cannot be compared

will not be able to meet up expectations

will be similar to Hero Honda

will be far better than Hero Honda

Any suggestions?

IV. Initial responsesInitial results that were derived using the questionnaire were showing a drift of customer

away from bikes produced by Hero group in the factors that were measured. A few sampleresults are tabulated below. It also shows that Hero Honda is preferred and as we move towardsHero bikes not only there is a shift in mean value of responses but also the curve got much moreflatter and variance increase.

Mean Variance

Millage Hero Honda 7.42 0.85Hero 6.00 1.43Maintainability Hero Honda 8.07 0.67

Hero 6.22 1.42Customer Service Hero Honda 7.93 0.67

Hero 6.27 1.93Technology Hero Honda 7.07 1.36

Hero 4.72 1.86Table 1: Initial results



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Qualitative feedbacks that are filled are yet to be analyzed and ways that it can be used toadd to the existing study needs to be researched still.

V. Dealer questionnaire:This questionnaire is not tested and will be subjective to changes as per responses by

dealer and at the time to interview him.

a. Questionnaire:1. What are your views towards this split?2. What are few positive and negative aspects of this split?3. Which aspects doo you weight more and why?4. How do you see changes in your profitability, in near future considering this split?

Authorization letter to visit premises of Hero Honda showroom and its dealer is attached asAppendix 1 to the given report.

I. Data collected and initial results

a. Consumer survey:Survey was conducted in form of circulation of questionnaire to respondents with the

help of Google spreadsheet form and the underline spreadsheet was used as a database to collect

data. There have been respective responses from the respondents and tabulated different chartson the spreadsheet. Some of the responses are tabulated as follows:

All the above graphs that summarizes 282 responses that were receives do summarisethat there is a shift in customer mindset and thus part of mind an past of hears in all the

parameters under measurement. Thus from consumer survey we may conclude that there is ashift in consumer preference forwards the post split company owned by Hero group. Student T

test run on different paraments show that the values are


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Pre Split Mean7.503546

16.94326241

1 7.397163121 7.574468085 7.35106383

Pre Split Varriamce1.384325

61.61740114

7 1.465520362 1.542904976 1.296374195

Student t test 1.387E-23 9.21865E-21 1.86952E-44 1.09343E-22 5.59826E-11

b. Results using SPSS:Data procured is coded in SPSS software are the following grouping data are obtained:

Age Group

Average18 - 25 years 26 - 35 years > 35 years

Mean

StandardDeviatio

nMea

n

StandardDeviatio

nMea

n

StandardDeviatio

n MeanStandardDeviation

Hero Customer service 6.684

1.953 5.838

1.657 5.923

2.171 6.148 3.358

Hero Maintenance 6.142

1.959 5.700

1.724 5.923

2.348 5.922 3.510

Hero Mileage 6.121

1.933 5.588

1.711 6.538

2.453 6.082 3.561

Hero Resale value 5.300

1.888 4.925

1.792 4.885

1.862 5.037 3.200

Hero Technology 5.500

2.067 5.013

1.838 5.269

2.089 5.261 3.467

Hero honda customer service 7.158

1.398 7.650

1.104 7.615

1.061 7.474 2.073

Hero honda Maintenance 7.368

1.567 7.975

1.232 7.692

1.892 7.679 2.749

Hero honda Mileage 7.195

1.325 7.588

1.498 7.923

1.093 7.568 2.279

Hero honda technology 6.837

1.590 6.950

1.778 7.962

1.399 7.249 2.766

Hero honda resale value 7.211

1.472 7.800

1.363 7.808

1.234 7.606 2.355

Table 2: Response distribution across Age groups

Above table shows that though there is an overall variation in the responses of allcustomers, people belonging to older age group (>25 years) has more negative perspective onHeros relative performance to that of Hero Hondas than youngster.

Profession

AverageStudentWorking professional/

businessmen

Mean

Standard

Deviation Mean

StandardDeviation

Mean

StandardDeviation

Hero Customer service 6.433 1.992 6.337 1.823 6.385 2.700

Hero Maintenance 6.010 1.957 6.022 1.927 6.016 2.747

Hero Mileage 5.955 1.968 6.152 1.892 6.05 2.730



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4Hero Resale value 5.045 1.864 5.413 1.864 5.22

9 2.636Hero Technology 5.338 1.996 5.402 2.076 5.37

0 2.880Hero honda customer service 7.318 1.352 7.391 1.195 7.35

5 1.804Hero honda Maintenance 7.468 1.584 7.772 1.430 7.62

0 2.135Hero honda Mileage 7.274 1.315 7.576 1.447 7.42

5 1.955Hero honda technology 6.811 1.567 7.315 1.797 7.06

3 2.384Hero honda resale value 7.323 1.490 7.652 1.346 7.48

8 2.008Table 3 Response variation with profession

Above figure shows that response is almost uniformly distributed across working professionalsand student community, working professional have more stringent views on Heros performance

post split.

Company/ product

Product Company Both

Mean

Standard

Deviation

Mean

StandardDeviatio

nMea

n

StandardDeviatio

nHero Customer service 6.13

21.893 6.39

12.490 6.60

31.731


1.937 6.565

2.630 5.934

1.625

Hero Mileage 5.91 2 1.930 6.457 2.456 5.949 1.740


2.058 5.174

1.936 5.243

1.667


2.060 5.913

2.239 5.390

1.863

Hero honda customer service 7.289

1.329 7.413

1.543 7.338

1.225


1.470 8.022

1.468 7.404

1.589


1.510 7.630

1.236 7.294

1.295


1.678 7.826

1.235 7.015

1.646


5

1.436 7.60

9

1.653 7.44

1

1.387

Table 4: Response variation with difference in perception of brand and product

This table shows that perception of product important or company as important does not change perception of Hero hondas split much, though in parameters like maintenance, technology thereis a significant shift in customers perception.

Is customer service important No Yes



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Mean Standard DeviationMea

n Standard Deviation

Hero Customer service 6.839 1.778 5.89 4 1.981

Hero honda customer service

7.394 1.272 7.262

1.361

Is maintenance important No Yes


n Standard DeviationHero Maintenance 5.918 2.016 6.12

01.830

Hero honda Maintenance 7.567 1.545 7.552

1.526

Is resale value important No Yes


n Standard DeviationHero Resale value 5.329 1.929 4.63

41.533

Hero honda resale value 7.280 1.426 7.873

1.434

Is technology important

No Yes


n Standard DeviationHero Technology 5.252 1.794 5.43

32.193

Hero honda technology 6.763 1.462 7.146

1.790

Is mileage important

No Yes


n Standard DeviationHero Mileage 5.846 1.843 6.08

81.983

Hero honda Mileage 7.121 1.489 7.473

1.308

Table 5: Perception of those who consider a factor important

This table shows that those who perceive a parameter important contributor to buying of a bikethemselves think that it would no more be a competitive advantage after the split.

Hero Honda users Non Hero Honda users

MeanStandardDeviation Mean

StandardDeviation

Hero Customer service 6.211 1.875 6.466 1.957

Hero Maintenance 5.978 1.949 6.015 1.939

Hero Mileage 5.922 2.078 6.053 1.882

Hero Resale value 5.067 1.728 5.204 1.922

Hero Technology 4.956 1.848 5.519 2.064

Hero honda customer service 7.600 1.068 7.214 1.394Hero honda Maintenance 8.100 1.264 7.325 1.585



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Hero honda Mileage 7.689 1.269 7.223 1.396

Hero honda technology 7.278 1.656 6.830 1.637

Hero honda resale value 7.978 1.289 7.180 1.449

Table 6: perception difference in Hero-honda and non Hero-honda customers

Table 6 shows that non Hero-Honda customers perceive it less unfavorable to Hero than theexisting Hero-Honda customers.


18 - 25 years 26 - 35 years > 35 years 18 - 25 years 26 - 35 years > 35 years


StandardDeviation Mean




StandardDeviation

Hero Customer service

6.537 1.860 5.643 1.704 6.000 2.268 6.743 1.993 5.942 1.638 5.889 2.193

HeroMaintenance

6.093 1.945 5.679 1.847 6.250 2.435 6.162 1.971 5.712 1.673 5.778 2.365

Hero Mileage 5.981 2.185 5.571 1.773 6.750 2.315 6.176 1.829 5.596 1.695 6.444 2.572

Hero Resalevalue

5.259 1.814 4.964 1.598 4.125 1.356 5.316 1.923 4.904 1.902 5.222 1.987

HeroTechnology

5.037 1.913 5.071 1.904 4.000 .756 5.684 2.104 4.981 1.820 5.833 2.256

Hero hondacustomer service

7.407 1.174 7.929 .813 7.750 .886 7.059 1.470 7.500 1.213 7.556 1.149

Hero hondaMaintenance

7.870 1.260 8.500 1.171 8.250 1.389 7.169 1.636 7.692 1.181 7.444 2.064

Hero hondaMileage

7.407 1.190 8.107 1.343 8.125 1.126 7.110 1.370 7.308 1.515 7.833 1.098

Hero hondatechnology

7.093 1.640 7.250 1.691 8.625 1.061 6.735 1.565 6.788 1.819 7.667 1.455

Hero hondaresale value

7.889 1.298 8.143 1.297 8.000 1.309 6.941 1.454 7.615 1.374 7.722 1.227

Table 7: Variation of response among Hero Honda and non Hero Honda users

Table 7 further describes variation of response among Hero-Honda user are much more thanthose who do not use Hero-Honda presently.


Student

Working professional/ businessmen Student

Working professional/ businessmen

Mean

StandardDeviatio

nMea

n

StandardDeviatio

nMea

n

StandardDeviatio

nMea

n

StandardDeviatio

n

Hero Customer service 6.086

1.922 6.438

1.795 6.573

2.009 6.283

1.851


1.886 6.531

1.967 6.147

1.975 5.750

1.865

Hero Mileage 5.655

2.065 6.406

2.046 6.077

1.921 6.017

1.809


1.572 5.531

1.917 5.140

1.967 5.350

1.849


1.723 5.344

2.026 5.580

2.054 5.433

2.118



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7.741

.928 7.344

1.260 7.147

1.458 7.417

1.169

Hero honda Maintenance 8.00 0 1.270 8.281 1.250 7.252 1.651 7.500 1.456


1.229 7.875

1.338 7.147

1.332 7.417

1.488


1.496 7.500

1.918 6.671

1.578 7.217

1.738


1.375 8.063

1.134 7.077

1.468 7.433

1.407

Table 8: Variation among different professions depending on owning Hero Honda

Extending results that are got in table3 we have that those have Hero Honda do have a morenegative viewpoint than those not having Hero Honda bike, also among those who have HeroHonda bikes students have more negative view points.

Hero Honda users

Product Company Both

Mean

StandardDeviatio

nMea

n

StandardDeviatio

nMea

n

StandardDeviatio

nHero Customer service 5.40

71.760 6.88

92.494 6.42

21.500


1.641 7.556

2.281 5.533

1.673

Hero Mileage 5.556

2.006 7.333

2.169 5.578

1.877


1.875 5.611

1.650 4.978

1.658


1.418 5.556

2.281 4.911

1.869


7.333

1.271 7.722

.895 7.711

.991


.989 8.889

1.231 7.933

1.321


1.252 7.778

1.263 7.778

1.295


1.441 8.278

1.018 7.244

1.811


1.396 7.889

1.491 8.133

1.140

Table 9: Variation with perception of product vs. company



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Sec D, Group 6

Table 9 adds that those who perceive Product being more important in performance of a two wheeler in the market are unhappy withthe split when compared to those who perceive company being the main cause. Thus Hero Honda should not look for removing thecompany name as that may lead to more dilution of customer base.

Response variation across age, bikeusage

and profession

HERO customer service HERO maintenance HERO millage HERO resale value HERO technology





StandardDeviation

18 - 25years

Student Not a bikeuser

8.000 .000 5.000 .000 5.000 .000 5.000 .000 1.000 .000

Bike User 6.667 1.972 6.173 2.017 6.160 1.984 5.253 1.883 5.519 2.013Working

professional/ businessman

Bike User 6.833 1.926 6.167 1.633 6.083 1.666 5.708 2.053 5.792 2.187

25 - 35years

Student Bike User 5.171 1.654 5.257 1.559 4.943 1.608 3.914 1.269 4.743 1.615Working


Not a bikeuser

5.000 . 5.000 . 5.000 3.000 . 5.000

Bike User 6.419 1.484 6.070 1.818 6.070 1.639 5.744 1.733 5.279 2.004> 35years

Student Bike User 8.000 .000 7.000 .000 8.000 .000 8.000 .000 5.500 .707Working


Bike User 5.750 2.172 5.833 2.426 6.417 2.518 4.625 1.689 5.250 2.172

Response variation across age, bikeusage

Hero Hondacustomer service

Hero Hondamaintenance

Hero Honda mileage Hero Hondatechnology

Hero Honda resalevalue

Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation

\18 - 25years

Student Not a bikeuser

9.000 .000 9.000 .000 7.000 .000 8.000 .000 9.500 .707

Bike User 7.142 1.396 7.302 1.635 7.185 1.291 6.765 1.547 7.210 1.514

Working professional/ businessman

Bike User 7.292 1.301 7.708 1.042 7.375 1.498 7.250 1.871 7.083 1.100

25 - 35years

Student Bike User 7.943 .802 8.114 1.183 7.714 1.426 6.886 1.711 7.743 1.291

Working professional/ businessman

Not a bikeuser

7.000 . 8.000 . 7.000 4.000 . 8.000 .

Bike User 7.395 1.256 7.860 1.302 7.465 1.579 7.070 1.831 7.837 1.463

> 35 Student Bike User 9.000 .000 8.000 .000 7.000 .000 8.000 .000 7.000 .000



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Research ProjectHero Honda split Effect on Brand Value of bikes produced by post-split company controlled by Hero group in Nagpur Region

Sec D, Group 6

yearsWorking


Bike User 7.500 1.022 7.667 1.971 8.000 1.103 7.958 1.459 7.875 1.262

Table 10: variation of response with age, profession and bike user vs. non bike user

Response variation across ageand profession

HERO customer service HERO maintenance HERO millage HERO resale value HERO technology

Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation Mean

Standard

Deviation18 - 25years

Student 6.683 1.965 6.159 2.009 6.146 1.976 5.250 1.871 5.463 2.062Working professional/ businessman 6.833 1.926 6.167 1.633 6.083 1.666 5.708 2.053 5.792 2.187

25 - 35years


> 35years

Student 8.000 .000 7.000 .000 8.000 .000 8.000 .000 5.500 .707Working professional/ businessman 5.750 2.172 5.833 2.426 6.417 2.518 4.625 1.689 5.250 2.172

Response variation across ageand profession

Hero Honda customer service

Hero Hondamaintenance Hero Honda mileage

Hero Hondatechnology

Hero Honda resalevalue





StandardDeviation

18 - 25years


25 - 35years

Student 7.943 .802 8.114 1.183 7.714 1.426 6.886 1.711 7.743 1.291Working professional/ businessman 7.386 1.243 7.864 1.287 7.455 1.562 7.000 1.868 7.841 1.446

> 35years

Student 9.000 .000 8.000 .000 7.000 .000 8.000 .000 7.000 .000

Working professional/ businessman 7.500 1.022 7.667 1.971 8.000 1.103 7.958 1.459 7.875 1.262Table 11: Variation of response across profession and age group

Table 10, 11 summarizes the same that we have summarized in previous tables.



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c. Dealer survey:Dealer survey is obtained as a part of the survey and recorded in format of audio file;

these audio needs to be written down also references that are made available by dealers will besummarized and added in the final results. The dealer survey specified a specific set of segmentthat they seem have been left unresearched; this segment is then captured by means of convenience sampling in the limited time left.

d. Secondary data source:Data pertaining to previous splits in the bikes sectors like that of TVS-Suzuki and Bajaj-

Kawasaki are obtained from respective websites and being used as secondary data the presentresearch. Data pertaining to TVS-Suzuki is more prominent comparison in this case as Suzuki

was both a stakeholder and also technology hand for the collaboration.II. Appendix



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III. Reference1. Hero Honda website, http://en.wikipedia.org/wiki/Hero_Honda2. Wikipedia, http://en.wikipedia.org/wiki/Hero_Honda3. Munjal family & Honda Motor to discuss Hero Honda split today, 16 th Dec, 2010,

Economic Times, India.4. Hero Honda split terms finalized, 16 th Dec, 2010, Times of India, India.5. Customer behavior towards two wheeler bikes, www.ou-mba.ac.in/i/2.pdf

23 Business Research Methods | IMT Nagpur 2010-12
http://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://www.ou-mba.ac.in/i/2.pdfhttp://en.wikipedia.org/wiki/Hero_Hondahttp://en.wikipedia.org/wiki/Hero_Hondahttp://www.ou-mba.ac.in/i/2.pdf

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Project Findings v.01