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A
STUDY
ON
CONSUMER BUYING BEHAVIOUR AT TIME TO
PURCHASE HERO HONDA BIKE.
A Report submitted in partial fulfillment of the requirements for the awardof the degree of
BACHELO OF BUSINESS ADMINISTRATION
TO
SOUTH GUJARAT UNIVERSITY, SURAT
Submitted By:TARANG P PATIL
T.Y.B.B.A. (SEM-VI) ROLL NO.-23
Under the guidance ofMR.HORMAZ.D.PATEL
Submitted To:THE CO-ORDINATOR
THE SURAT PEOPLES CO-OP. BANK COLLEGE OF
BUSINESS ADMINISTRATIONUDHNA (SUART)
March 2007
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THE SURAT PEOPLES CO-OP. BANK COLLEGE OF
BUSINESS ADMINISTRATION
CERTIFICATE OF THE FACULTY GUIDE
This is to certify that the project entitled A STUDY ON CONSUMERBUYING BEHAVIOUR AT TIME TO PURCHASE HERO
HONDA BIKE. Submitted in partial fulfillment for the award of the
degree of BACHELOR OF BUSINESS ADMINISTRATIONTO SOUTH GUJURAT UNIVERSITY, SURAT is a record of
bonafide research work carried out by TARANG P PATIL under mysupervision and guidance.
Signature Signature
Project Guide Co-Ordinator(Prof .H.D.Patel) (MRS. DAISY S.T)
DECLARATION
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I , TARANG P PATIL , here by declare that the project report entitledA STUDY ON CONSUMER BUYING BEHAVIOUR ATTIME TO PURCHASE HERO HONDA BIKE. under theguidance of Prof H. D. PATEL submitted in partial fulfillment ofthe requirement for the award of the degree of Bachelor ofbusiness administration to south Gujarat university ,Surat is my original Work - research study - carried out during 1st
January, 2008 to 1st March ,2008 and not submitted for any otherdegree/ diploma/ fellowship or other similar titles or prizes to any otherinstitute or university by any other person.
Place: udhna signatureDate:
TARANG PATIL .P.ROLL NO. 23
ACKNOWLEDGEMENT
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INDEX
This is the pleasure movement for me to explicate my energizedintelligence. Thanks to Co-Coordinator Prof S.Z. daisy and to my guide
prof. H.D.Patel from the Surat peoples co-op. bank college of businessadministration udhna, Surat. For accommodating advice during theresearch and help provided by them in preparation of this report. This reportis guided by their co-operation and practicable suggestion. This study workcould be finished with in the period.
I got chance to recognize my aratitute to all staff to B.B.A.department for making available all facilities to complete the researchwork. As well as to all others who extended the precious co-operation by
providing all documents and details required for this work.
Place: - Surat TARANG P PATIL
Date: - T.Y.B.B.ARoll No.:-23
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NUMBER SUBJECTPAGE
NO.
1 INTRODUCTUION 7
INTRODUCTUION OF INDUSTRY 8-9
HISTORY OF COMPANY 10-14
2 THEORETICAL BACKGROUND 15-20
CONSUMER BUYING BEHAVIOUR
3 PROBLEM DEFINATION 21-23
PROBLEM DEFINATION
SCOPE OF STUDY
OBJECTIVES OF STUDY
LIMLTATIONS OF STUDY
4 RESEACH METHODOLOGY 24-31
INTRODUCTION
RESEARCH DESIGN
SOURCES OF DATA RESEARCH INSTRUMENT
SAMPLING PLAN
DATA COLLECTION METHOD
5 DATA ANALYSIS AND INTERPRETATION 30-48
6 TESTING OF HYPOTHESIS 49-51
7 FINDINGS 52-53
8 SUGGESTIONS 54-55
9
SWOT ANALYSIS OF HERO HONDA 56-5810 REFERENCE MATERIAL 59
BIBLIOGRAPHY 60-61
APPENDIX 62-66
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LIST OF TABLE AND GRAPH
No. Name of Tables And Graphs PageNo
1 Age wise Classification 332 Occupation wise Classification 343 Income wise Classification 354 Sources of finance 365 Analysis of Preferring Auto Mobile 37
6 Sources of Purchasing Bike 387 Age V/S usage of companies Bike 398 Decision maker for purchasing Bike 409 Feature Consideration when purchasing
Bike42
10 Attributes of Showroom 4411 Schemes that Attract most 46
12 Features of Purchasing Bike 48
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CHAPTER :1
INTRODUCTION
INTRODUCTION OF INDUSRY
HISTORY OF COMPANY
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INTRODUCTION OF INDUSTERY
Throughout the centuries man has striven to expand hiscapabilities through the use of machine. His ever inventive mindhas constantly devised ways to use tool to increase his abilities toexplore the world around him. To go faster, deeper, higher andfurther than before. Coupled with his need to find new thrills, newadventures and new modes of transportation, the inventionrefinement of the motorcycle seems an inevitable out come.
It would seem that Michelangelo conceived of the bicycle asearly 14th century. And his drawing shows a remarkableresemblance to he modern day bike. It had wheels of similar sizeand even pedals and chain. Albeit without any apparent means ofsteering.
Through never built, it was a remarkably clever design, andearly 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 wasnt until 1869 that the first serious attempts were madeto produce motor driven bicycles. These very first were powered
by steam, and driven by leather belts or as in the case of the ropersteam velocipede of 1869 by a system of levers attached to a crankon the driven wheel.
In 1885 the Daimler, Europe this is consider by many as thefirst true motorcycle or motor bicycle, as it was the first to employan internal combustion engine and was designed from the groundup to be motor powered. Designed by gottlibe Daimler it was
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powered by an Otto cycle engine producing about 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 firstproduction 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 productionmotorcycle was this entry built by the Metz Company, in Waltham,
mass, it used an aster engine that was a French copy of the MetzCompany, in Waltham, mass.
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History OF COMPANY
Type : Public company
Founded : January 19, 1984
Headquarters : Haryana, Indian
Key People : Brijmohan lall munjal
(Chairman and managing Director)Industry : Automotive
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Produce : Motorcycle, Scooters
Hero Honda Motorcycles limited is an Indian manufacturer
of motorcycles and scooters. Hero Honda is a joint Venture thatbegan in 1984 between the Hero Group of India and Honda From
Japan. It has been the worlds biggest manufacturer of 2-wheeledmotorized vehicles since 2001. When it produced 1.3 millionmotorbikes in a single year. Hero Hondas splendor is the largestselling motorcycle its 2 plants are in Dharuhera and Gurgaon, bothin Haryana India. It specializes in dual use motorcycles that arelow powered but very fuel efficient.
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India has the largest number of two wheelers in the world with41.6 million vehicles. India has a mix of 30 percent automobiles
and 70 percent two wheeler in the country. India was the secondlargest two wheeler manufacturer in the world starting in the1950swith the birth of Automobile products of India (API) thatmanufactured scooters. API manufactured the lambrettas but,another company, Baja Auto Ltd. Surpassed API and remainedthrough the turn of the century from its association with piaggio ofItaly (manufactured of vespa)
The license raj that existed between the 1940s and 1980s inIndia. Did not allow foreign companies to enter the market andimports were tightly controlled. Customers in India were forced towait 12 years to buy a scooter from Bajaj. The CEO of Bajajcommented that he did not need a marketing department, only adispatch department. By the year 1990, Bajaj had a waiting list thatwas twenty-six times its annual output for scooters.
In the mid-1980s, the Indian government regulation changedand permitted foreign companies to enter the Indian marketthrough minority joint ventures. The two wheeler market changedwith four indo-Japanese joint ventures: Hero Honda, TVS Suzuki,Bajaj Kawasaki and Kinetic Honda. The entry of these foreigncompanies changed the Indian market dynamics from the supplydemand side. With a larger selection of two-wheelers on the Indianmarket, consumer started to gain influence over the products they
bought and raised higher customer expectations. The industryproduced more models, styling options, price, and different fuelefficiencies. The foreign companies new technologies helped makethe products more reliable and with better quality. Indiancompanies had to change to keep up with their global.
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During the 80s, Hero Honda became the first company in India toprove that it was possible to drive a vehicle without polluting theroads. The company introduced new generation motorcycles thatset industry benchmarks for fuel thrift and low emission. A
legendary 'Fill it - Shut it - Forget it' campaign captured theimagination of commuters across India, and Hero Honda soldmillions of bikes purely on the commitment of increased mileage.Hero Honda has consistently grown at double digits sinceinception; and today, every second motorcycle sold in the countryis a Hero Honda. Every 30 seconds, someone in India buys HeroHonda'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 values its relationship with customers. Its uniqueCRM initiative - Hero Honda Passport Program, one of the largest
programs of this kind in the world, has over 3 million members onits roster. The program has not only helped Hero Hondaunderstand its customers and deliver value at different price points,
but has also created a loyal community of brand ambassadors.
Performance vis--vis Industry
The Indian two wheeler industries has seen a paradigm shift frombeing a regime of regulation and tight control in the 1980s to amore liberalized and a competitive present day era. After missingout on the initial boom in two wheeler segment during the periodof 1993-1996, Hero Honda has emerged as a world leader. The gap
between motorcycles sold by Hero Honda and its closest rival isapproximately 1 m units (23% of industry size). One of the reasonsfor the tremendous performance of Hero Honda is the significantincrease of share of motorcycles in the two-wheeler segment, from42% in FY99 to 77% in FY04. No doubt, that the shift in
preference of Indian populace from scooters and mopeds towards
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motorcycles has facilitated the growth of Hero Honda. However itsperformance vis--vis industry indicates that the performance ofHero Honda was better than the industry peers, barring two years.In the seven-year period ending FY04, it has achieved a CAGR of
30% in two-wheeler volumes against 11% of the industry.
Excellent Collaborator Relationship:
Hero Honda is now the leading two-wheeler Company in India interms of net sales (sales less excise duty value, which was Rs 3171crores). It is both the leading two wheeler manufacturer andsales operation among Honda's worldwide operations. TheCompany has maintained excellent relationship with all
stakeholders including its collaborators. Hero Honda has emergedas the most successful joint venture Company of Honda in theworld, their relationship over 116 years old now.
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CHAPTER:2
THEORITICAL BACKGROUND
CONSUMER BUYING BEHAVIOUR
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CONSUMER BUYINGBEHVIOUR
The main aim of marketing is meet and satisfy targetcustomers need and wants buyer behavior refers to the peoples ororganization conduct activities and together with the impact ofvarious influence on them towards making decision on purchase of
product and service in a market. The field of consumer behaviorstudies how individuals, groups and organization select, buy, useand dispse of goods, service, ideas, or experience to satisfy theirneeds and desires understanding consumer behavior and knowingcustomer are never simple. The wealth of products and service
produced in a country make our economy strong. The behavior ofhuman being during the purchase is being termed as BuyerBehavior. Customer says one thing but do another. They may not
be in touch with their deeper motivations. They are responding toinfluences that change their mind at the last minute. A buyer makestake a decision whether save or spend the money.
Definition of Buyer Behavior:-
Buyer behavior is all psychological, Social and physicalbehaviors of potential customers as they become aware of evaluate,
purchase, consume and tell others about product & service.
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Consumer Buying Decision Process
There are following five stages in consumer buying decisionprocess.
1. Problem identification:-The buying process starts when the buyer recognizes a problem orneed. 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 thatspark an interest in a product category. They can then developmarketing strategies that trigger consumer interest.
2.Information Search:-The consumer tries to collect information regarding various
products/service. Through gathering information, the consumerlearns about completing brands and their features. Information may
be collected form magazines, catalogues, retailers, friends, familymembers, business association, commercial, chamber ofcommerce, telephone directory, tradefair etc. Marketers shouldfind out the source of information and their relative degree ofimportance to the consumes.Personal Sources: Family, friends, neighbor, asquittances.Commercial Source: Advertising, sales persons, dealers,
packaging, displays.Public sources: mass media, consumer, rating organizations.Experimental sources: Handling. Examine, using the product.
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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 consumerprocesses, 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 thesolution. It may be to buy or not to buy. If the decision is to buy.
The other additional decisions are:Which types of bike he must buy?From whom to buy a bike?How the payment to be made? And so on.
The marketer up to this stage has tried every meansto influence the purchase behavior, but the choice is properlyconsumers. In the evaluation stage the consumer forms preferencesamong the brands in the choice set. The consumer may also forman intention to but the most preferred brand.
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5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the samelevel of product. The Marketers job not end when the product is
buying must monitor post-purchase satisfaction, post-purchaseaction, post-purchase use and disposal
Post Purchase Satisfaction:-
The buyer, S satisfaction is a function Of closeness between the
buyer, S expectation and the products Perceiver performance.The larger the gap between expectation and performance, theg greater the consumer dissatisfaction.
Post purchase Action:-
The Consumer, S satisfaction or dissatisfaction with the productinfluence 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 anddispose of the product. If the consumer store the product in a close,the product is probably not very satisfying. If the consumer throwsthe product away, the marketer needs to know how they dispose ofit; especially it can be hurt the environment.
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Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are asfollow:-
(1) It consists of mental and physical activities which consumersundertake to get goods and services and obtain satisfaction fromthem.
(2) It includes both observable activities such as walking throughthe market to examine merchandise and making a purchase andmental activities-such as forming attitudes, perceiving advertisingmaterial, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic toconstantly changing. And therefore, management need to adjustwith the change otherwise market may be lot.
(4) The individuals specific behaviors in the market place isaffected by internal factor, such as need , motives, perception, andattitudes, as well as by external of enviourmenatal influences suchas the family social groups, culture, economics and businessinfluences.
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CHAPTER:3
PROBLEMDEFINATION
PROBLEM DEFINATION
OBJECTIVE OF STUDY
LIMITATIONS OF STUDY
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PROBLEM DEFINATIONTo know the best consumer buying behavior and demand into
the minds of consumer of Surat city because always consumer saysomething and does something. There are many companiesmanufacturing motorcycles into the market, at the same time asthere are many companies manufacturing motorcycles, idea aboutthinking of customer on whether, what, how, and for whom to
purchase the motorcycle.
Therefore, research is required to measure present consumerbuying behavior at the purchase of Hero Honda bike. so theresearcher problem is to identify what are the criteria that
prospective customer takes into consideration before buying themotorcycles.
SCOPE OF STUDY The main scope of the study is limited to Surat city.
It also analysis the benefits accruing to the company as aresult of those service.
This study has been made to find the level of satisfaction thecustomer has regarding the service provider by bike place.
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OBJECTIVES OF STUDY
To know market position of Hero Honda bike in themarket.
To know consumer behavior for purchase of two wheelerbike.
Limitations of study
When the buyers are busy we cant get accurate data fromthem.
According to the time limit of our project we can coveronly the some area.
During survey some respondents may not give answer in aproper manner.
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CHAPTER:-
4RESEARCH METHDOLOGY
INTRODUCTION
RSEARCH DESIGN
SOURCES OF DATA
SAMPLING PLAN
DATA COLLECTION METHOD
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RESERCH METHODOLOGY
(A)IntroductionMarketing research is the function which links the
consumer, customer and public to the marketers throughinformation used to identify and define marketing, opportunities
and problems, generates refine marketing action; monitormarketing performance; and improve understanding of marketingas a process.
Marketing research specifies the information requiredto address these issues; designs the method for collectioninformation manages and implements the data collection process;analysis the results and communication the findings and theirimplication.
Research definition:Research is careful inquiry or examination to discover
new information and relationship and to expand and to verifyexiting knowledge,
Research always starts with questions or a problem. Its
purpose is to find answer to questions through the application ofthe scientific method. It is a systematic and intensive studydirected towards a more complete knowledge of the subjectstudies.
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(B) Research design
Research design is the plan, structure and strategy ofinvestigation conceived so as to obtain answer to research questionand to control variance.
- BY KERLINGERFrom definition it is evident that research design is ore or less a
blueprint of research.
At the outset may be noted that there are several ways ofstudying and tackling a problem. There is no signal perfect design.The research design can be classified in to true broad categories:
(A) Exploratory(B) Descriptive(C) Casual
Exploratory research is focus on the discovery of ideas.Exploratory research is carried out to define problems anddeveloped hypothesis to test later. An exploratory study isgenerally based on the secondary data that are reading available. Itdoes not have to change his focus of direction, depending on theavailability of new ideas and relationship among variables.
Descriptive studies are undertaken in many circumstances.Descriptive studies can be complex, determining a high degree ofscientific skill on the part of the researcher.
Casual research helps in determined cause and effectrelationship. Between two or more variables.
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The present study seeks to find out the consumers attitudetowards buying of bike. The study also aims at findings out thedrawbacks of the marketing set up of Hero Honda PVT. LTD. Sothis makes the study a descriptive one.
(D) Sources of Data
The sources of data collection methods are as follows.
a) Primary data:-
The primary data is that which details we collect first timefrom the market and also used first time in the research. We alsosay that the information is first time in the research decision. Tocollect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.
b) Secondary data :-
Secondary data are those data which are already collected bysomeone for some purpose and are available for the present study;secondary data are already collected by the companys records andother librarys books. When the secondary data are sufficient, theresearcher has to be satisfied with the primary sources of data.Secondary data can be used as bases for comparison with primarydata have been collected by questionnaire.
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(E) Data Collection Method
Researcher instruments is the tool by which the researchercan do research on specific problems or objective. The most
popular researcher instrument for collection data isQuestionnaire for a particular investigation. It is simple for amoiled set of questions presented to respondents for their answers.
Due to this flexibility, it is most common instrument used tocollect the primary data. During the pre- testing of questionnaire, Iseen the reaction of respondents and suggestions required to makechange in research instrument.
The questionnaire contains three types of questions.
Open-ended question :-
It is helpful in knowing what is uppermost in the mind of therespondents. It gives complete freedom to the respondent.
Dichotomous questions :-
It has only two answers in form yes or n, true or false,use or do not use. So the respondent is offered two or more
choice.
Multiple-choice question:-
In this, the respondent is offered two or more choice.
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(F) Sampling plan
Sampling is a process of obtaining. The information aboutthe entire population by examine a part of it .The effectiveness ofthe research depends on the sample size selected for the survey
purpose.
(A) sample Site:-
The survey was conducted in SURAT CITY.
(B)Sampling Unit:-
It means Who is to be surveyed. Here target populationis decided and it is who are interested to purchase Bike andsampling frame is developed so that every one in the target
population has known chance of being sampled. So the survey isconducted particularly in Surat City.
(C)Sample size:-
For the purpose of proper survey, there is need of perfectresearch instruments to find out sample size for more accurateresult about buying behavior of bike. The sample size is 100respondents.
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Statically Formula for Sample Size is:-
n=p*q (z/e) 2
Were,
n=Sample Size
p=0.80(probability of satisfied customer)
q=0.20(I-p)
z=1.96(The z (95%) score associated with the degree ofConfidence)
e=0.05 (tolerable error)
n= (0.84)*(016)*(1.96/0.05)2
= (0.1344)*(1536.64)
=206.52
Sample Size n=206.52
Here, from calculation n=206.52 is found but for the simplicity ofthe study n=206.52have taken.
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(D)Sampling Method:-
A Stratified random sample is one where the population isdivided in to mutually exhaustive strata or sub-group and then asimple random is selected within each of strata on age groups,
occupation etc. It may be noted that stratification does not meansabsence of randomness. I use a simple random sampling method.
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1. AGE WISE CLASSIFICTION
Age (in year) No. of respondents Percentage (%)18-20 30 3021-25 37 3726-30 15 1531-35 06 0636-40 07 07
41& above 05 05Total 100 100
Age wise Classification
30, 30%
37, 37%
15, 15%
6, 6%
7, 7% 5, 5%
18-20
21-25
26-30
31-35
36-40
41& above
(Sources: Questionnaire-personal Detail)
Comment:-Above Graph shows are 30% of respondent in age group
of 18-20, 37%of respondent in age group of 21-25, 15% ofrespondent in age group of 26-30, 7% and 5% respondent are comein 36-40 and 41&above.
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2. OCCUPATION WISE CLASSIFICATION
Occupation Wise Classification
0
2040
60
80
100
Service
men
Stu
dent
Busin
ess
Profession
Oth
ers
Occupation
No.ofR
espondents
No. of respondents
Percentage (%)
(Sources: Questionnaire-personal detail)
Comment:-Above Chart Shows that 47 respondent are Servicemen out
of 100 and 30 are the students. 12 respondents are businessman.
Occupation No. of respondents Percentage (%)Servicemen 47 47
Student 30 30Business 12 12
Profession 08 08Others 03 03Total 100 100
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3. INCOME WISE CLASSIFICATION
Income Wise Classification
54, 54%
25, 25%
11, 11%
7, 7% 3, 3%
5000
5000-10,000
10,000-15,000
15,000-20,000
20,000 Above
(Sources: - Questionnaire Personal Detail)
Comment:-
Above graph shows that 54% of respondents are incomein
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Sources of Finance No. of respondents Percentage (%)By cash 45 45By Loan 55 55
Total 100 100
45 45
55 55
0
10
20
30
40
50
60
By cash By Loan
No. of
respondents
Percentage (%)
(Sources: - QuestionnaireQue.8)
Comment:-Above Graph shows that 55 people purchase Hero
Honda Bike For by Loan and 45 people purchase Hero Honda Bikefrom Cash.
5. ANALYSIS OF PREFERING AUTO MOBILE
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No. of respondents
Shivani
20%
Dhru
17%
Siddhi
11%
Other
52%
(Sources: - Questionnaire Que.7)
Comment:-
Above Chart shows that out of 100, 52 % respondents
prefer other Automobile to purchase bike. 20 % respondents prefershivani Automobile to purchase bike.
6. FROM WHICH SOURCE YOU PURCHSEBIKE?
Auto Mobiles No. of respondents Percentage (%)Shivani 20 20
Dhru 17 17Siddhi 11 11Other 52 52Total 100 100
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No. of respondents
News Paper, 12
Friends, 26
Others, 48
T.V.Advertiseme
nt, 14
(Sources: - Questionnaire Que.3)
Comment:-Above graph shows that 48 % respondents are come to
know from the other. Then 26 % respondents are come to knowfrom the friends. 14 % & 12 % respondents are come to knowfrom the T.V.Advertisement & news paper.
7 AGE V/S USAGE OF COMPANIES MOTORCYCLE
Age (inyear)
HeroHonda
Bajaj TVS Yamaha Honda Total
18-20 15 05 03 02 05 30
Sources No. of respondents Percentage (%)News Paper 12 12
T.V.Advertisement 14 14Friends 26 26Others 48 48Total 100 100
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21-25 23 06 03 03 02 3726-30 09 02 01 03 00 1531-35 02 00 01 01 02 06
36-40 01 2 02 01 01 0741& above 01 01 00 02 01 05Total 51 16 10 12 11 100
Age V/S Of Companies Motorcycles
0
5
10
15
20
25
Hero Honda Bajaj TVS Yamaha Honda
No.
OfResponde
nts
18-2021-25
26-30
31-35
36-40
41& above
(Sources: - Questionnaire personal detail)
Comment: -Above Charts shows that 51 respondents are use Hero
Honda Companys Motorcycle. And 16 respondents are usingBajaj bikes.4. Who is decision maker for purchasing bike in yourfamily?
Sources No. of respondents Percentage (%)Father 46 46Self 42 42
Mother 10 10
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Others 02 02Total 100 100
FatherSelf
MotherOthers
No. of respondents
Percentage (%)
46
42
10
2
46
42
10
20
10
20
30
40
50
Decision maker for purchasing bike
No. of respondents
Percentage (%)
(Sources: - Questionnaire personal detail & Que-4)
Comment:-
Above Graph shows that 46 % respondents take decisionby father for purchasing bike. And 42 % respondents are takedecision by self for purchasing bike.
5. WHAT FEATURES YOU CONSIDERSWHEN YOU PURCHASE BIKE PLEASE GIVES
THE RANK.
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Attributes WeightagePrice 426
Less maintenance 358
Style 355Durability 335Mileage 381
Easy Driving 367Brand Reputation 362
Weightage 6 5 4 3 2 1Attributes Excellent Very
GoodGood Averag
ePoor Very
PoorTotal Total
score
Price 30 20 18 16 10 06 100 426Less
maintenance18 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 367Brand
Reputation17 19 14 21 17 12 100 362
Color 28 19 18 13 10 12 100 406Pick up 19 22 15 20 14 10 100 382Total 187 157 152 174 115 115 900 3370
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Color 406Pick up 382Total 3370
Feature of purchasing Bike
12%
11%
11%
10%
11%
11%
11%
12%
11% Price
Less maintenance
Style
Durability
MileageEasy Driving
Brand Reputation
Color
Pick up
(Sources: - Questionnaire personal detail & Que-5)
Comment:-
Above chart show that more no of respondents are givemore weightage to the price.
6. RATE THE FOLLOWING ATTRIBUTES OFSHOW ROOM
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Attributes Excellent VeryGood
Good Average Poor Total
Available 30 24 18 16 12 100After Service 16 35 24 15 10 100KnowledgeOf Sales man
20 21 23 20 16 100
Service 25 18 27 19 11 100Infrastructure 12 29 20 17 22 100Total 103 127 112 87 71 500
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Attribute of show room
30
16 2025
12
24
3521
18
29
18 24
2327
20
16 15
20
19
17
12 10 16 1122
0
10
20
30
40
50
60
70
80
90
100
Ava ilable Afte r Service Know ledge Of
Sales man
Service Infrastructure
noofrespondents
Poor
Average
Good
Very Good
Excellent
(Sources: - Questionnaire personal detail & Que-6)
Comment:-
Above chart shows that 30 respondents out of 100 areavailable who give Weight age on the excellent and second 35
respondents out of 100 are after service who gives Weight age onthe Very Good, 23 respondents are Knowledge of salesman whogive Weight age on the good, 27 respondents are service who giveWeight age on the good, 29 respondents are Infrastructure whogives Weight age on the Very Good.
9. RATE THE FOLLOWING SCHEMES THATATTRACT YOU MOST.
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Attributes Excellent VeryGood
Good Average Poor Total
FestivalOffer
43 21 12 14 10 100
ExchangeOffer
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
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0 20 40 60 80 100
Festival Offer
Exchange Offer
Special Gift
Cash Discount
Anniversary Offer
Poor
Average
Good
Very Good
Excellent
(Sources: - Questionnaire personal detail & Que-9)
Comment:-
Above graph shows that in festival offer 43 respondentsout of 100 are give a excellent, then in exchange offer 31respondents out of 100 are give a very good rank, in special gift 30respondents are give a good rank, in cash discount 34 respondentsare give a average rank
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10. RATE THE FOLLOWING FEATURE YOUHAVE PURCHASE HERO HONDA BIKE
Attributes Excellent VeryGood
Good Average Poor Total
Mileage 31 26 15 18 10 100Available 14 25 32 16 13 100
Price 16 22 42 11 09 100After Service 20 31 25 14 10 100
Pick up 21 36 17 15 11 100
Style 18 25 15 26 16 100Color 20 24 26 10 20 100
Average 27 24 20 15 14 100Total 167 213 192 125 103 800
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31
14
16
20
21
18
20
27
26
25
22
31
36
25
24
24
15
32
42
25
17
15
26
20
18
16
11
26
10
13
9
10
11
16
20
1415
10
15
14
0 20 40 60 80 100
Mileage
Available
Price
After Service
Pick up
Style
Color
Average
Excellent
Very Good
Good
Average
Poor
(Sources: - Questionnaire personal detail & Que-10)
Comment:-
Above graph show that respondents give more weightage
to the price then after they give more weightage to the mileagebefore purchasing motorcycle.
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CHAPTER: 6
TESTING OF HYPOTHESIS
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TESTING OF HYPOTHESIS
A hypothesis is a proposition, which the researcher wants to
verify. It is tall test and my null hypotheses are,H0: P = 0.40H1: P 0.40
With reference to favorable market of Hero Honda Bike.
Now to verify this hypothesis I have taken significantlevel of1 %. It means in the long run risk of making the wrong decision is
I out of every 100.
Since the sample size is more than 30 the use of Z test ismost applicable.
Now,P = Probability of Hero Honda is given best by consumer.Q = Probability of other company bike is given best by consumer.
X = Hero Honda bike is purchased by consumer.N = Total no. of Respondents.
P = x/n=51/100=0.51
q =1-p i.e. 0.49
Z calculation = p q______________
PQ_______
100
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= 0.51- 0.40____________________
0.49*0.4
________100
= 0.11________________
0.00196
= 0.11_______0.04427
= 2.48
= 2.48 < 2.56
So, How may accepted at 1 % level of significance. It may beconcluded that 40 % of consumer go for other company bike and60 % go for Hero Honda bike.
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CHAPTER: 7
FINDINGS
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Findings
The study shows that 51 respondents are using Hero Honda.
The current trend is that respondents give maximum no of pointto price and mileage. The study show that 48 respondents are come to know from
others and 26 respondents are come to know from friendsabout Hero Honda bike.
The study shows that 55 respondents are purchase Hero Hondabike by Loan and 45 respondents are purchase Hero Honda bikeby cash.
The study shows that 31 respondents are give point to mileage. The study shows that more no. of respondents gives more
weightage to price. The more no. of serviceman, Students,Businessmen, and others give more weightage to the price whenProfessionals give more weightage to the mileage.
The study shows that 46 respondents are father take a decisionto purchase bike And 42 respondents are self take a decision to
purchase bike.
The study shows that 30 respondents are give rank to availablein show rooms and 35 respondents are give rank to after service. The study shows that 43 respondents are giving excellent to
festival offer and 41 respondents are give poor rank to theanniversary offer.
The study shows that 45 respondents are purchase Hero Hondabike whose salary is below 5000 income.
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SUGGESTIONS
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1. Hero Honda should introduce a low price moped
2. For the promotion, company show make road-show that will
3. Increase the sales. The company should give moreconcentrate on the advertisement.
4. Hero Honda Company should implement a new strategy toreduce the competition and lead into the bike market.
5. As people expect more mileage per kilometer, companyshould increase the mileage of the hero Honda bike.
6. Hero Honda should make a sports bike like to KawasakiSuzuki Hyabusa bikes which can run with maximum speeds.
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SWOTAnalysis
OF
HEROHONDA
SWOT AnalysisSWOT Analysis
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Strengths
Ability to understand customers needs and wants
Recognized and established brand name
Effective advertising capability
Weaknesses
R&D is not close to the Hero manufacturing plant
Hero is vulnerable in the joint venture because
Honda Motor Company has so much power
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OpportunitiesOpportunities
Global expansion into the Caribbean and CentralGlobal expansion into the Caribbean and CentralAmericaAmerica
Expansion of target market (include women)Expansion of target market (include women)
Become Indias leader in the scooter marketBecome Indias leader in the scooter market
ThreatsThreats
Honda Motorcycles and Scooters India can takeHonda Motorcycles and Scooters India can takeaway market share and cause joint venture to goaway market share and cause joint venture to gosoursour
Bajaj Motors is a strong competitorBajaj Motors is a strong competitor
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CHAPTRE: 8REFERENCE MATERIAL
BIBLOGRAPHY
APPENDICES
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BIBLIOGRAPHY
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Marketing research, G.C.Beri, Third Edition, Tata McGrawHill Publishing Company Limited, New Delhi, 2000
Marketing management, Philip Kotler, Twelth (Millennium)edition, Prentice-Hall of India Private Limited, New Delhi, 2003
www.herohonda.com
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APPENDICES
QUESTIONNAIRE
A STUDY ON CONSUMER BUYING BEHAVIOUR
AT TIME TO PURCHASE HERO HONDA BIKE.
1 Do you have own bike?
(a) Yes [ ]. (b) No [ ]
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If yes than,
2 Which company bike do you have at present?
Company ____________________
3 Whom do you refer to purchasing bike?
(A) News paper [ ] (C) TV advertisement [ ]
(B) Friends [ ] (D) others [ ]
4 Who is decision maker for purchasing bike in your family?
(A) Father [ ] (B) Mother [ ](B) Self [ ] (D) other [ ]
5 How you purchase bike?
(A) By cash [ ] (B) By Loan [ ]
6 What features you considers when you purchase bikeplease give the rank.
attributes excellent Verygood
good Average Poor Verypoor
priceLess maintenance
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StyleDurabilityMileageEasy driving
Brand reputationColor
7 Rate the following attribute of show room
Attributes 1 2 3 4 5
Available
After sales
Services
infrastructure
8 From where are you purchasing___________?
(A) Shivani Auto [ ] (C) Shiddi Auto [ ](B) Dhruv Auto [ ] (D) others [ ]
9 Rate the following schemes that attract you most.
attributes 1 2 3 4 5SpecialofferExchangeofferSpecial
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giftCashdiscount
10 Rate the following feature you have purchase hero HondaBike.
Attribute 1 2 3 4 5MileageAvailablePriceAfter service
Pick up
11 give your suggestion.
_________________________________________________________________________________________________________________________________________________________
CUSTOMER PERSONAL INFORMATION:-
A. Name: - ___________________________________________
B. Address:-_________________________________________________________________________________________________________________________________
C. phone no:-__________________________________________
D. Age (in year):-
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18 to 20 [ ] 21 to 25 [ ]26 to 30 [ ] 31 to 35 [ ]36 to 40 [ ] 41 & above [ ]
E. Occupation:-
Services [ ] Businessman [ ]Students [ ] Professional [ ]Others [ ]
F. monthly income:-
5000 [ ] 5000-10,000 [ ]10,000-15,000 [ ] 15,000-20,000 [ ]20,000 Above [ ]
Sing.___________________
Date.___________________
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