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1.1INTRODUCTIONPART A

Edward Butler, an English man, built the first motor tricycle in 1884. the first

gasoline engine motorcycle to appeal publicly was built by Gottlieb Daimler of

Bad lsnndtstt, Germany in1885. The first practical engines & motorcycles were

designed by the French, Belgians, followed by British German, Italian and

American markers.

The popularity of the vehicles grew, especially after 1910. During World War I

the motorcycle was I the motorcycle was used by all branches of the armed

forces in Europe, Principally for dispatching. After the war it enjoyed as port

vogere until the great depression began in 1927. After World War II a revival of

interest in motorcycle lasted into the 20 th century. With the vehicle being used

for high-speed touring and sport competitions.

Todays two wheeler market is extremely competitative and difficult to imagine

by a layman. With the introduction of India and foreign collaborated two

wheelers in India urban consumers aspire to process the latest in terms of look,

technology, energy, efficient & sleek looking models.

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1.2 KEY MILESTONES

Millet of 1892

Dedion Buton 1895

Hide brand & Wolfmueller 1894

Orient Aster 1898

Harley Davidson 1902.

Thought Two Wheeler segment in India showed inertia today it is one of the

fastest growing 2-wheeler segments.

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1.3 INDUSTRY REFORMS

The two-wheeler market has had a perceptible shift from a buyers market to a

sellers market with a variety of choices. Players are competing on various fronts

such as pricing, technology, product design, productivity, sales process, after

sales service, marketing and distribution. In the short term, market shares of

individual manufacturers are sensitive to capacity, product acceptance, pricing

and competitive pressures from other manufacturers.

All the four segments, Motor Cycles, Scooters, Scooerettes and Mopeds have

witnessed capacity additions in the last one year and it will continue in the

upcoming period as and when the foreign companies opens a local subsidiary.

Over this period as and when the foreign companies opens a local subsidiary.

Over this period, only the Motor Cycle segment is expected witness higher

demand vise-versa supply, while the Scooters, Scooterettes and Mopeds supply

will outstrip demand.

As incomes grew and people felt the need to own a private means of transport,

sale of two-wheelers raised. Penetration of the two-wheelers is expected to

increase to approximately to more than 25%by 2005.

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The Motor Cycle segment will continue to lead the demand for two-wheelers in

the coming years. Motor Cycle sales is expected to increase by 20% as compared

to 1% growth in the Scooter market and 3% by Scooterttes and Moped sales

respectively for the next two-years.

The Indian two and three wheeler industry produced and sold about 4.5million

units in 2003-2004. Like any other Indian Industry, the policy environment

guided and controlled this segment of the industry as well. Licensing norms

ruled the day till mid 80s. Access to foreign technology inputs and foreign

investment were strictly government controlled.

Since mid 80s, the Indian automobile industry was administered select doses of

liberalization. Foreign collaborations with equity up to 26%, fresh licenses and

conditional CKD imports, etc. were allowed. This liberalization coupled with the

Indian market potential attracted world majors like Honda, Yamaha, Suzuki and

Piaggio setup their Joint Ventures during mid 80s in India. From 1991 onwards,

the industry was de-licensed. Automatic approvals for foreign equity up to 51%

and equity participation in excess of 51% with specific approvals entered the

rulebook. Honda converted one of its Joint Ventures to a 51% subsidiary

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On regulation front, Central Motor Vehicles Regulations mandates the safety,

emissions and other norms. Vehicular emissions standards came into effect first

in 1991 and were tightened further in 1996. For the two and three wheeler these

are among the tightest in the world. Further tightening has taken effect from

April 2000.

The four-stroke Motor Cycle has added new dimensions to the two-wheeler

segment. The major players in the Motor Cycle market are Bajaj Auto Ltd. with

its Pulser DTS-i, Hero Honda Co. with its Hero Honda Karizma. Competition is

intense in all segments of the two-wheeler industry with fuel efficiency and price

being crucial considerations for success. In the recent past, a manufacturers

ability at product innovation and opening new market niches have also been

crucial for the growth of the industry. Bajaj Auto Ltd. entered the Motor Cycle

segment in the mid 80s. Since then it has won market shares increasing

indigenisation and by opening new market niches for their products. Bajaj has

emphasized its higher safety and superior quality. Fuel efficiency allowed Hero

Honda to dominate the 100cc Motor Cycle segment for most of the last eight

years. Bajaj Auto Ltd. has gained considerable market share in this segment

since it also launched a four-stroke Motor Cycle two years ago. The 100-cc

segment is further power (dominated by Bajaj Pulser DTS-i), fuel economy and

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sub-segments. The semi-urban and rural markets will increase in importance in

the future and all manufacturers plan to launch heavier bikes with stronger

suspensions.

The relatively affordable and stable prices of Bajaj Motor Cycles backed by

flexible loan options have caused other Motor Cycles to continuously lose

market share to them in the previous few years.

1.4 Definition of TheTerms Used

PART B

MARKET

A Market is an area for potential exchanges. Thus market is a group of

buyers and sellers interested in negotiation the terms of purchase sales of

goods/services. The negotiations work may be direct or indirectly conducted. In

the market ownership and possession of products would be transferred from the

seller to the buyer as per sale contract.

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MARKETING

Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating, offering and exchanging

products and services of that value with others.

Phillip Kotler.

CONSUMER

A person who purchase or has the capacity to purchase the goods of service

often for sale by the marketing firm in order to satisfy personal need and desires.

PERCEPTION

Perception is the sensing of stimuli external to the individual organism the act

or process of comprehending the world the world in which the individual exists.

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Perception has been defined by social psychologists as the Complex

process by which people select organize and interpret sensory stimulation in to

a meaningful and coherent picture of the work.

ATTITUDE

Social psychologist defined attitude as an emotionalized predisposition to

respond positively or negatively to an object. Predisposition can be thought of as

categories of meaning stored in the memory of a person and is based on previous

experience. Predisposing the person to have in an specific manner towards a

certain objects in the environment.

BRAND

A brand is a name, term, symbol, design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors.

MARKETING RESEARCH

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Marketing research is the systematic gathering, recording and analyzing of

data about problems connected with the market place, i.e.,

Problems relation to product price, promotion and place and distribution of the

marketing size.

CONSUMEER BEHAVIOR:-

Consumer behavior can be defined as all psychological, social and

physical behavior of all potential consumer as they become aware of evaluate,

purchase, consume and tell other about product and services.

L.G. Schiffman.

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CHAPTER 2

2.1 Title of the study

Consumer perception towards Hero Honda with reference to Sales, Service and

Product.

2.2 Statement of problem

A number of Customers feel that hero honda is not maintaining customer

relationship.

A number of people are not satisfied with service of hero honda.

A number of people are not aware about schemes launched by hero honda.

Sales Staff of hero honda is not up to mark to solve complains

2.3 Objectives of the study

1. To analyse consumer perception towards HERO HONDA motorcycle in

general .

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The study had to be completed within a specified period of time and in a

particular showroom. So the findings can not be generalize for the

company as a whole.

As the other areas were untouched the report may not be applicable

for those areas

2.6 Research Methodology

The research was carried out through survey method. Filed work was

Carried out in order to collect data. Data was collected through questionnaire,

interview & related websites. The analysis of the data was done through simple

statistical technique such as drawing of percentage for generalization,

construction of tables for tabulation the primary data. The use of diagram to have

a better understanding adopted in study.

SOURCES OF DATA

The next stage of marketing research calls of developing the most efficient plan

for gathering the needed information to solve the problem for this task,

researcher has to look out for the type and source of data which may field the

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desired results for stated objectives. The design of data collecting method is the

backbone of research.

There are basically two methods of data collecting

a) Observation

b) Survey

In observation the researcher personally collects the data where as in the survey

method data originates from the persons on whom the research is being

introduced.

Questioning in the process of data collect used in the survey method.

Questioning as its name suggests asking questions to people who are though to

have the desired information.

Primary data:-

Primary data consists of original information for the specific purpose at hand. It

is first hand information for the direct users of respondents. The tools used to

collect the data may vary depend can be collected through various methods.

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2.7 Research Instrument

Research design is an arrangement of condition for collection & analysis of data

in a manner that aims to combine relevance to the research work with economy

in proceeds.

It provides the signification of procedures for collecting and analyzing the

information required problems. It provides the scientific frame works for

conducting some research investigation. Consumers research today use two

different types of research methodology to study consumer behavior.

1. Quantitative

Quantitative researchs descriptive in nature and used researches to

understand the efforts of various promotional inputs or the consumers

thus enabling markets to predict consumer behavior

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2. Qualitative

Qualitative research method consist of depth interviews, focus

groups metaphor analysis, college research and projective techniques

this technique is administered by a high-trainered interviews-analyst

that also analyze the findings. Thus they tend to be some what

subjective because sample sites are generates to a larger population

Structured questionnaire

The structured questionnaire most common instrument in collecting primary

data, broadly speaking a question presented to a respondent for his/her answer.

There are two distinct form of questionnaire : -

I. Close-end questionnaire

II. Open-end questionnaire

Close-end questionnaire

Close-end questionnaire consists of closed questionnaire i.e. it includes all the

possible answers and the respondent makes a choice from them.

Open-end questionnaire

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Open-end questionnaire consists of open questions i.e. it allows the respondent

to answer in his/her own words. For this study the researcher uses structured

questionnaire for collection primary data. In this questionnaire, the researcher

uses both Close-end questionnaire & Open-end questionnaires for getting

effective and accurate information from the respondents.

The questionnaire is designed based as on market condition to create awareness,

knowledge and to get feedback from the respondent. The questionnaire was

developed for the industrial sector, domestic sector and the premise market.

All the people were contracted personally and they were interviewed by stating

the objective of the study the data, which are primary in nature are recorded in

the questionnaire which are retrieved for analysis.

Technique of analysis

The questionnaire was checked for completeness and the data were tabulated

individually for all the questions by using tally sheets. In this research various

percentages are identified in the analysis and they are prevented by bar and pre-

charts and frequencies in order to provide clarity.

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Secondary data is the data which is already been collected and assembled. This

data is available with the companies or firms and it can also be got from

newspapers, periodicals, magazines etc.,

The research has collected the required secondary data form the records of the

organizations as well as from journals, newspapers, text books etc., information is

also obtained form the staff and management of the organization.

Internal data

Internal data is the that is available within the organization and they are

produced or compiled by the organization in its normal operation. They include

credit records, transportation cast, raw materials, general and development

budgets etc.

External data

External data are the data that is generated and collected from events and sources

outside the firm premises. External data is available in plenty. This includes

government publication, periodicals and books commercial data.

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CHAPTER 3

3.1 Inception

What started out as a Joint Venture between Hero Group, the worlds largest

bicycle manufacturers and the Honda Motor Company of Japan, has today

become the Worlds single largest two wheeler Company. Coming into

existence on January 19,1984. Hero Honda Motors Limited gave India nothing

less than a revolution on two-wheels made even more famous by the fill it

shut it forget it campaign. Driven by the trust of over 5 million customers, the

HERO HONDA product range today commands a market share of 48% making

it a giant in the industry. Add to that technological excellence, an expansive

dealer network, and reliable after sales service, and you have one of the most

customer-friendly companies.

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capacity to produce 6.2 million bicycles per annum, continues to be the worlds

largest bicycles manufacturer.

Its closest competitor is a company called Giant which produces at various

location including Taiwan, China and U.S.A. but, its total capacity does not add

to more that 5 million, sources said. This has found the Hero group a place in

the Guinness book of world records.

The Munjals of Ludhiana have come a long way since their first venture Hero

cycles was set up in 1956. At that time, the company used to manufacture 60

cycles a day. Now, it churns out over 18,500 cycles every day. In a fully

integrated scale of operations, the Munjals role their own steel and still and make

critical components like free wheels for their bicycles. In their early years the

Munjal realized that it was important to build long lasting relationships with

workers, dealers and vendor. This was to pay which dividends so on. In their

early 1980s Honda of Japan had decided to set a shop in India and was on they

look out for a partner it has received over tunes from the Whos who of India

business. At the end of the long list was the name of Munjals. Even in their

reckoning, The Munjals saw little chances of walking the altar with Honda. So

they were pleasantly surprised when one day they received a summons from

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Honda to link the deal. In Japan, the Munjals were told by the Honda brass that

they along had a way of doing business that was akin to that of the Japanese.

Hero Honda motors Ltd is the undisputed leader in the country is Motorcycle

market. Its share is the largest two wheeler markets in the world (after china). Is

close to 50 percent. Its best selling brand includes Splendor, CBZ and Passion.

Its splendor is the largest selling motorcycle in India. Hero Honda is also

looking at sourcing cheap components from china to produce low cost motor

cycles.

Once a small time Businessman from Ludhiana. Lall has done it all. Hes

Wealthy through he lives modestly crowned a stellar business corne with the

presidency of the confederation of Indian Industry. Famous quote of

Mr.Brijmohan Lall Munjal is WE MUST DO SOMETHING FOR THE

COMMUNITY FROM WHOSE LAND WE GENERATE WEALTH

3.3 Nature

Hero Honda is continuously striving for synergy between technology systems

and human resources to provide product and service that meet the quality

performance and price aspiration of our customers. While doing so, we maintain

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the highest statement of ethical and social responsibilities. Consistently

innovative products and processing & developing team that keep momentum

going to take the company to excellence in the new millennium.

Brijmohan Lalls inspiration to enter the two-wheeler world came from a

desire to provide the cheapest form of transport for the poorest of the poor. Post-

partition, Brijmohan Lall Munjal and his brothers relocated to Ludhiana. They

had to begin from scratch. They set up a smanufacturers of bicycle components.

From then on there was no looking back. In typically modest manner, B.M.

Munjal accords a great dealof the credit for his success to his family and his

team.

He traversed the road to success following these principles:

Trusting his uncanny instincts

A unique approach to people one from the heart

Ahead of his time, every time!

The ideal corporate citizen! Showing others the way.

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3.4BOARD OF DIRECTORS

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SALES MANAGER ACCOUNTS

MANAGER

DELIVERY DELIVERY SALES SALES SALES

SALES

ASST. ASST. ASST.

ASST.

WORKER WORKER

ACCOUNT ACCOUNT

CASHIER

3.6 Business operation

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MAJESTIC MOBIKES (P) LIMITED is private Limited company started in

the year December 1999. Earlier it was a partnership company established

in the year 1985, and were appointed as the Authorised Dealers by HERO

HONDA MOTORS LIMITED, NEW DELHI, for sales, spares and

servicing of the motorcycles Manufactured by them. Due to the growing

business and to maintain the ever changing market and the marketing

condition the partnership concern got changed to Private limited company.

The company constitutes of a board consisting of eight directors. Basically

the Company belongs to two families. Hence, four directors participate

from each Family.

With a humble beginning of 60 motor cycles sales per month in 1985,

the company has grown to a sale volume of 600 motorcycles presently and

the servicing of motor cycles has reached to 3000 + mark in the service

center per month. And also the company has achieved an overall sale of

Rs.120 lakhs spare parts in the year 2002-03.

Keeping in mind the ever growing demand in sales, spares and servicing in

the Hero Honda Motorcycles, the Board of Directors felt it at most

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necessary for Expansion of the infrastructure to give a very smooth

operation of the dealership and provide STATE OF ART SHOWROOM

AND WORKSHOP FACILITY to its valid customers.

In the year 2000 a plot measuring 6750 sq.ft. was purchased and in due

course of time an infrastructure consisting of 21000 sq.ft. In five levels a

building was constructed for smooth functioning.

In the month of August 2002 the new infrastructure was inaugurated and on

11th of August 2002 the operations commenced to the customer delight and

for the at most Satisfaction of HERO HONDA MOTORS LIMITED.

The company is driven by its Managing Director, Sri. H. Parameshwara

with enthusiasm and dynamic and supported by other Directors giving

valuable suggestions in making major decisions to improve upon business

prospects.

In the year 2003-04 the company achieved a sales of Rs.250 lakhs and

expect to cross Rs.300 lakhs in the year 2004-05.

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3.7 Service profile

Nov02 Nov03 Apr-Nov02 Apr-Nov03

Domestic

Sales

159753 201277 1141357 1293979

Exports 2112 3256 14871 23269

HERO HONDA does it again

Sells 2 lac plus units for the second consecutive month

New Models Consolidate Their market Leadership

New Delhi, December 01, 2003. . .

Repeating the Success of October, Hero Honda, the World No.1 two-

wheeler company, has sold over 2 lac motorcycle units a month, for two

consecutive months. Hero Honda sold 2,04,533 units in November,

registering a superb growth of 26%.

The success has been well spread across all major motorcycle segments.

The Splendor + and Passion Plus duo together consolidated the companys

leadership in the executive segment. Launched in mid-april 2003, CD

Dawn cemented its leadership in the entry segment. CD Dawn is now the

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second highest selling motorcycle model in the country, after the Hero

Honda Splendor.

Commenting on the record performance, Mr.Brijmohan Lall, Chairman,

Hero Honda Motors Ltd., said. Our new products strategy, to identify and

satisfy emerging and latent needs, has shaped this success. On this

achievement, I would like to thank and congratulate our customers,

employees and all stakeholders for their continued faith in the brand Hero

Honda.

Speaking on the future outlook of the company, Mr.Pawan Munjal, M.D.,

Hero Honda Motors Ltd., said Passion plus with its national appeal, has

got back the style customer, thereby leading to an increase in our market

share in the executive segment. CD Dawns tremendous success, since

launch, continues strongly. Going forward, we would aim to further

strengthen our leadership in the entry and executive segments, and also

augment our product offering in the premium segment. Following this

incredible performance, the companys outlook for the year looks to be

great.

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SPECIFICATIONS

Specifications New CBZ

Motorcycling

Unplugged

Ambition 135 Karizma

Jet Set Go

Engine 4-storke, Single

Cylinder, Air-cooled,

OHC

4-storke, Single

Cylinder, Air-cooled,

OHC

4-storke, Air-cooled,

Single Cylinder, OHC

Displacement 156.8cc 135cc 223cc

Clutch Type Multi-plate wet type Multi-plate wet type Multi-plate wet type

Transmission 5-speed constant mesh 5-speed constant mesh 5-speed constant mesh

Final Drive Roller Chain Roller Chain Roller Chain

Ignition Electronic CDI Digital CDI System

(AMI)*

AMI-Advanced Micro

Processor Ignition System

Starting Kick Starter / Self-

start (Option)

Kick Starter / Self

starter (Option)

Kick Starter / Self starter

Frame Single cradle tubular

Diamond type

Single Cradle Tubular

Diamond type

Tubular Single Cradle

Diamond type

Suspension

(Front)

Telescopic hydraulic

Front Frock


Front Frock


Shock absorbers

Suspension

(Rear)

Swing arm with 5-step

adjustable hydraulic

dampers


Adjustable Hydraulic

Shock absorber


adjustable type Hydraulic

Shock absorber

Dimensions

(L x W x H)

2100x755x1130 mm 20300x760x1130 mm 2125x755x1160 mm

Wheel Base 1335 mm 1285 mm 1355 mm

Ground

Clearance

150 mm 150 mm 150 mm

Dry Weight 138 kg/142 kgs 126.5 kgs. /130 kgs. 150 kgs.

Tyres:Front/Rear

2.75x18-42/100/90x18-56

2.75x18-42P/3.00x18-6P

2.75x18-42P/100x90x18-56P

Max. Power 12.8 PS @ 8000 rpm (II BPH) 8.2 Kwat

8000 rpm

17 PS @ 7000 rpm

Max. Speed 0-60 Kmph 100 Kmph 125 Kmph

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Fuel Tank

Capacity

13 Litres

(2.5 Litres for

Reserve)

12.5 Litres

(2.0 Litres for Reserve)

12.5 Litres

(2.0 Litres for Reserve)

Brakes (Front) Hydraulic

Disc type (240mmdia)

(Rear) Drum (130mm

dia)

(Front Disc)

130mm/240mm.(Rear Disc) 130 mm

Disc (276 mm dia)

3.9 Growth of the company

YEAR EVENT

2007 Winner of the Review 200-Asias Leading

Companies Award (3rd Rank amongst the top

10 Indian Companies)

Most Respected Company in Automobile

Sector by Business World.

Bike Maker of the year by overdrive

Magatine

2006 Bike Maker of the Year by Overdrive

Magazine

Winner of the Review 200-Asias Leading

Companies Award (4th Rank amongst top

Indian Companies)

Sponsored India-England Womens Cricket

Series

Sponsored Hero Honda Masters Golf

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STATUS OF THE RESPONDENTS

STATUS NO. OF RESPONDENTS % OF RESPONDENTS

NEW 73 73%

EXISTING 27 27%

TOTAL 100 100%

Source: survey data.

INTERPRETATION

The statistics reveal that 73% were new purchases of Hero Honda where 27%

were existing customers.

Graph 1

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47%

40%

13%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

BUSINESS SERVICES STUDENT

%ofRespondents

Status

OCCUPATION OF THE RESPONDENTS

Table No. 3

SOURCES OF AWARENESS OF HERO HONDA

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38%

24%

10%

28%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

ADVERTISEMENT FRIENDS RELATIVES OTHERS

%ofRespondents

Status

SOURCES OF AWARENESS OF HERO HONDA

Table No. 4

SATISFACTION ABOUT SALESMANSHIP

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RATING NO. OF

RESPONDENTS

% OF RESPONDENTS

VERY GOOD 37 37%

GOOD 43 43%

FAIR 20 20%

POOR 0 0%

TOTAL 100 100%


INTERPRETATION

The above table shows that 37% of the respondents of Hero Honda have marked

Sales Executives efficiency as very good 43% of respondents have marked good

for Sales Executives and only 20% of respondents have marked fair for Sales

executives.

This shows that Hero Honda possess a good sales force satisfy the customers.

Graph 4

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SATISFACTION ABOUT PRODUCT BRIEFING

SATISFACTION NO. OF

RESPONDENTS

% OF RESPONDENTS

YES 92 92%

NO 08 08%

TOTAL 100 100%


INTERPRETATION

The statistic reveal that the product profile presented by the Salesman of Hero

Honda is truly trustworthy with a majority of 92% of respondents showing

satisfaction towards products briefing.

Graph 5

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92%

8%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

YES NO

%ofRespondents

SATISFACTION

SATISFACTION ABOUT SALESMANSHIP

Table No. 6

PERCEPTION OF SHOWROOM AMBIENCE

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Graph 8

88%

12%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

%ofRespondents

FINANCE SCHEME

CONSUMER PERCEPTION TOWARDS FINANCE SCHEME

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Table No. 9

TEST RIDE PROCESS


INTERPRETATION

The statistic reveals that almost all the customers are offered for a test drive and

were satisfied with the process. The test ride is offered within the limits of the

showroom and a service employee is sent with the customer.

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SATISFIED NO. OF RESPONDENTS % OF RESPONDENT

YES 88 88%

NO 12 12%

TOTAL 100 100%

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Table No. 10

PERCEPTION TOWARDS SALES PROCESS


INTERPRETATION

The study reveals that the consumer perceives the dealers sales process as very good

and good with the percentage being 33% and 56% respectively.

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PERCEPTION NO. OF

RESPONDENTS

% OF RESPONDENTS

VERYGOOD 33 33%

GOOD 56 56%

FAIR 11 11%

POOR 00 00%

TOTAL 100 100%

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REGARDING COMPLAINT RECOGNITION


INTERPRETATION

The table reveals that the complaints of consumer after sales were duly attended

by the sales force. This shall be of competitive tool to be used to build up the

brand image.

Graph 12

Page | 61

PERCEPTION NO. OF

RESPONDENTS

% OF RESPONDENTS

VERYGOOD 36 36%

GOOD 53 53%

FAIR 11 11%

POOR 0 0%

TOTAL 100 100%

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PERCEPTION OF RESPONDENTS

REGARDING COMPLAINT RECOGNITION

36%

53%

11%

0%0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

PERCEPTION VERYGOOD GOOD FAIR

PERCEPTION

%o

fRespon

dents

Table No. 13

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CONSUMER PERCEPTION TOWARDS HERO HONDA

PERFORMANCE


INTERPRETATION

As per the above table the respondents feel that Hero Hondas performance is

very good revealed by their personal experience of using the bike. This shows

that Hero Honda has very good market potential through its performance.

Graph 13

Page | 63

OPINION NO. OF RESPONDENTS % OF RESPONDENTS

VERY GOOD 27 27%

GOOD 56 56%

FAIR 17 17%

POOR 0 0%

TOTAL 100 100%

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CONSUMER PERCEPTION TOWARDS PERSONNEL

EFFECTIVENESS


INTERPRETATION

The study indicates that most of the customer of Hero Honda are satisfied with

the service. Personnels attitude as they perceived their performance very good

and good with a percentage of 22% and 64% respectively.

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PERCEPTION NO. OF

RESPONDENTS

% OF RESPONDENTS

VERY GOOD 22 22%

GOOD 64 64%

FAIR 14 14%

POOR 0 0%

TOTAL 100 100%

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Graph 14

22%

64%

14%

0%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

VERY GOOD GOOD FAIR POOR

%ofRespondents

PERCEPTION


EFFECTIVENESS

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Table No. 15

CONSUMER EXPECTION FROM HERO HONDA


INTERPRETATION

From the study its revealed that the respondents excepts price cut from Hero

Honda with the percentage being 26%. This is followed by an expectation of

more colors and free accessories with 23% and 21% of the respondents opting

for them respectively.

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SPECIFICATION NO. OF

RESPONDENTS

% OF RESPONDENTS

MORE POWER 13 13%

STYLE 17 17%

PRICE REDUCTION 26 26%

MORE COLOURS 23 23%

FREE ACCESSORIES 21 21%

TOTAL 100 100%

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Graph 15

13%

17%

26%

23%

21.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

MORE POWER STYLE PRICE REDUCTION MORE COLOURS FREE ACCESSORIES

%ofRespondents

SPECIFICATION


EFFECTIVENESS

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TABLE NO. 16

CONSUMER PERCEPTION TOWARDS DEALER

EFFECTIVENESS AND RECOMMENDATION


INTERPRETATION

The statistic reveals that 93% of the consumer of Hero Honda are satisfied with

the service of dealer and its effectiveness and recommended it to their relatives

and friends.

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EFFECTIVENESS NO. OF

RESPONDENTS

% OF

RESPONDENTS

YES 93 93%

NO 07 07%

TOTAL 100 100%

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Graph 16

CONSUMER PERCEPTION TOWARDS DEALER

EFFECTIVENESS AND RECOMMENDATION

93%

7%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

YES NO

EFFECTIVENESS

%o

fResponden

ts

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Table No. 17

RESPONDENTS OPINION ON THE AVALIBILITY OF THE

SPARE PART OF THE HERO HONDA


INTERPRETATION

The above statistic reveals that majority of the respondents are quite pleased and

satisfied with the availability of spare parts of Hero Honda while 19% of

respondents feel that the company should work on this front.

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AVAILABILITY NO. OF

RESPONDENTS

% OF RESPONDENTS

VERY GOOD 13 13%

GOOD 27 27%

FAIR 41 41%

POOR 19 19%

TOTAL 100 100%

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RESPONDENTS PREFERENCE TOWARDS VEHICLE SERVICE


INTERPRETATION

The survey reveals that majority of the respondents trust authorized service

centres while coming for servicing. But quite a few respondents (33%) also favor

dealership for the same.

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RESPONSE NO. OF RESPONDENTS % OF RESPONDENTS

DEALERSHIP 33 33%

AUTHORIZED

SERVICE CENTRE

50 50%

LOCAL MECHANIC 17 17%

TOTAL 100 100%

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Graph 18

33%

50%

17%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

%ofRespondents

RESPONSE

RESPONDENTS PREFERENCE TOWARDS VEHICLE SERVICE

Table No. 19

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CONSUMER PREFERANCE FOR HERO HONDA BRANDS


INTERPRETATION

The statistic reveals that Hero Hondas Splender+ is the first preference of the

customers with 64% of respondents opting for it followed by percentages being 22% ,

10% , 4% respectively.

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BRANDS NO. OF RESPONDENTS % OF RESPONDENTS

SLPENDER 18 18%

SPLENDER+ 46 46%

PASSION PLUS 10 10%

CD DAWN 10 10%

KARIZMA 4 4%

C.B.Z 0 0%

AMBITION135 0 0%

TOTAL 100 100%

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Graph 19

18%

46%

10% 10%

4.00%

0.00% 0.00%0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

SLPENDER SPLENDER+ PASSION PLUS CD DAWN KARIZMA C.B.Z AMBITION135

%ofRespondents

AVAILABILITY

CONSUMER PREFERENCE FOR HERO HONDA BRANDS

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Table No. 20

CONSUMER CHOICE OF ALTERNATIVE BRAND OF TWO

WHEELER


INTERPRETATION

The statistic reveals that the respondents would have purchased Bajaj in absence

of Hero Honda as their first option, where as T.V.S and Yamaha as their second

and their option.

Page | 77

COMPANY NO. OF RESPONDENTS % OF RESPONDENTS

BAJAJ 52 52%

T.V.S 28 28%

YAMAHA 20 20%

TOTAL 100 100%

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Graph 20

52%

28%

20%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

BAJAJ T.V.S YAMAHA

%ofRespondents

COMPANY

CONSUMER CHOICE OF ALTERNATIVE BRAND OF TWO

WHEELER

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Table No. 21

REASON FOR PURCHASING HERO HONDA


INTERPRETATION

The study reveals that Hero Honda is chosen by respondents mainly due to its

performance & brand image.

Page | 79

REASON NO. OF

RESPONDENTS

% OF RESPONDENTS

PERFORMANCE 48 48%

STYLE 13 13%

PRICE 17 17%

BRAND IMAGE 22 22%

TOTAL 100 100%

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Graph 21

48%

13%

17%

22%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

48 13 17 22

%ofRespondents

REASON

REASON FOR PURCHASING HERO HONDA

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11.Majority of customers get their vehicle service a Authorized service

units and authorized dealers and very few services on to local

services centers.

12.It has been observed during the course of survey that the sales remain

low particularly on Tuesday & Saturdays owing to superstitions in

the mind of consumers.

13. From the survey its revealed that Bajaj motors is the foremost

competitor of Hero Honda.

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CHAPTER 6

6.1 RECOMMENDATIONS & SUGGESTIONS

1. Most of the customers are of the view that the price tag ofHERO

HONDA bikes as compared to other similar bikes is a bit higher.

Hence the price of the bikes especially the power range bikes like

Hero HondaAMBITION, CBZ, KARIAMA could be reduced

2. CD-Dawn, Splendor+ and Passion Plus, could be added with

more power, mileage and given with more colours.

3. The customers should be provided with enough information

regarding effective maintenance of the bike so that the consumers

gets the best from the bike.

4. HERO HONDA has to identify those dealers who are facing the

problem with sales and take adequate measures to keep up the so

far created brand image.

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6.2 CONCLUSION

HERO HONDA is one of the leading two wheeler producer in the globe. It

holds a important place in the minds of consumer by providing efficient

service and better products. Product efficiency and innovations are the

method they live up today. Their engineering is comprehensive.

Consumer perception towards HERO HONDA motorcycles is very good. It

has created a very good brand image for it self through providing low

maintenance, fuel efficient, sleek looking models along with efficient after

sales service. It has attracted every class customers.

In todays competitive business environment, it is only due to the positive

perception of the consumer that the company is being able to compete in the

market with its other competitors.

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APPENDICES AND ANNEXURES

QUESTIONNAIRE

Dear customer,

First and foremost accept my congratulation on being the

proud owner of a HERO HONDA motor cycle. I heartily welcome you to

the family of HERO HONDA users.

I , Swapnil das final year B.B.M. student of the garden city college of

Management doing a project work on Consumer Perception Towards

HERO HONDA With Reference To Sales Process, Service And

Product for my academic purpose. I request you to kindly fill this

questionnaire & oblige.

1.Your name : -

2.Occupation :- Business service Student

3.Are you an existing customer or a new customer of Majestic Mobikes?

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Existing New

4.How did you come to know about the Dealership?

Friends Advertising Relatives

Others

5.What is your opinion about sales executive of HERO HONDA?

Very good Good Fair Poor

6.Are you satisfied with product briefing by the sales executive?

Yes No

7.What is your opinion about showroom ambience?

Very good Good Poor

8.Did you buy your motorcycle through finance or cash?

Finance Cash

9.If finance, how do you find the finance schemes?

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Reasonable Un-reasonable

10.Did you take test ride?

Yes No

11.If yes, how did you feel about it ?

Satisfied Dissatisfied

12.What is your opinion about overall sales process ?

Very good Good

Fair Poor

13.Are you satisfied with the after sales service provided by Dealer ?

Yes No

14.What is your opinion about the complaint recognition by service

personnel ?

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Very good Good

Fair Poor

15. What is your opinion about the performance of HERO HONDA bikes ?

Very good Good

Fair Poor

16. What do you feel regarding the availability of spare parts of the HERO

HONDA ?

Very good Good

Fair Poor

17.What is your preference towards servicing of your bike?

Dealership Authorized service centre

Local mechanic

18. What is your opinion about the effectiveness of sales personnel?

Very good Good

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Fair Poor

19.What are the specification (Quality, attributes, etc.) do you expect from

HERO HONDA ?

More power Style Price reduction

More colors Free accessories

20.Which motorcycle of HERO HONDA you have purchased?

Splendor+ Passion+

CD-Dawn C.B.Z

Ambition 135 Karizma

21.Which company would you prefer other than HERO HONDA?

T.V.S Bajaj Yamaha

22.Why did you choose HERO HONDA motorcycle?

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Performance Style

Price Brand Image

TEXTBOOKS REFERRED

Consumer Behavior : Leon. G. Shiffman

Essentials Of Marketing : P.N. Reddy, Sherlakar S.A.

Principle of Marketing : Philip Kotler

MAGAZINES

Business Today

Business World

Business standard

NEWSPAPER REFERRED

Economics Times

Business Times

The Times Of India

WEB SITE REFERRED

www.herohonda.com

www.herogroup.com

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