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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
A PROJECT REPORT ON
ANALYSIS OF CONSUMER BUYING BEHAVIOR OF
HERO HONDA MOTOR CYCLE
SUBMITTED IN PARTIAL FULFILMENT OFBACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)
PROGRAMMES TO
UNIVERSITY OF PUNE
THROUGH
ABEDA INAMDAR SENIOR COLLEGE
UNDER THE GUIDANCE
2011 - 2012
Submitted By:
KASHIF SHAIKH
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
ACKNOWLEDGEMENT
Concentration, dedication, hard work and application are essential but not the only factor
to achieve the desired goal. Those must be supplemented by the guidance assistance and
cooperation of experts to make it success.
I am extremely grateful to my institute for providing me the opportunity to undertake this
research project in the prestigious field.
With profound pleasure, I extend my extreme sincere sense of gratitude and indebtedness
to Mr. Kadar Memon and Mr. Razak Memon (Founder of Supreme Auto) for extensive and
valuable guidance that was always available to me ungrudgingly and instantly, which help me
complete my project without difficulty.
I express my deep and sincere gratitude to Mr. Nitin Patel (Sales Manager of Supreme Auto) for
providing me firsthand knowledge.
I am thankful to all of my friends and batch mates for their help in completing this project work.
Finally, I am thankful to my entire family members for their great support and encouragement.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
INDEX
Chapter No. SUBJECT PAGE NO.
1 Introduction
2 Objectives
3 Limitations
4 Company Profile
5 Review of literature
6 Research Methodology
7 Analysis of Data
8 Suggestions and recommendations
9 Conclusion
10 Annexure
Proposal References Questionnaire
11 Bibliography & Webliography
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerr -- II
INTRODUCTION
In todays world customer is the key of the success of any business. So, Customer
behavior and its satisfaction level play very key role to sale of the product. Thats why we
decide to keep the project title related this key factor called Study on consumer buying
behavior for Hero Honda Motorcycle.
Main purpose of the study was to know the customer buying behavior and demand
into the minds of customer of Chikhli because always customers say something and does
something. At the same time as there are many companies manufacturing motorcycles, idea
about thinking of customer on whether, what, how, and for whom to purchase the motorcycle.
Therefore, research is required to measure present consumer buying behavior at the
purchase of Hero Honda bike. So the research problem is to identify what are the criteria that
prospective customer takes into consideration before buying the motorcycles. Also after
purchasing are customers being satisfied or not?
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerr IIII
OObbjjeeccttiivvee & scope ooffSSttuuddyy
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Objective of the Study
1) To know market position of Hero Honda bike in the market.2) To know consumer behavior for purchase of two wheeler bike.3) To identify the factor which influences on consumer decision?4) To classify which types of customers visiting of Dealers with reference to age, gender,
income
5) To study who is the decision make in purchasing bike?6) To study whether customers are satisfied with staff and services or not?7) Identifying possible areas of Improvement.8) To know the status of different offers.
SCOPE OF STUDY
The main scope of the study is restricted to Chikhli city in Navsari.
This study has been made to find the level of satisfaction the customer has regarding the
service provider by bike place at Chikhli city.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerr IIIIII
LLiimmiittaattiioonnss
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Limitations
search work was carried out in Chikhli city of Gujarat only the finding may not be
applicable to the other parts of the country because of social and cultural differences.
The sample was collected using connivance-sampling techniques. As such result may
not give an exact representation of the population.
hortage of time is also reason for incomprehensiveness.
The views of the people are biased therefore it may not be reflecting true picture.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Chapter: IV
PPrrooffiillee ooffTThhee CCoommppaannyy
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
HERO HONDA PROFILE
Logo
Founded January 19, 1984 in Gurgaon, Haryana, India
Headquarters Haryana, India
http://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Gurgaon7/30/2019 kashif taboot
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
HERO HONDA HEADQUARTERS
Om Prakash Munjal, FounderMr. Brijmohan Lall Munjal, Chairman
Key people Mr. Toshiaki Nakagawa, Joint Managing Director
Mr. Pawan Munjal, Managing Director
Industry Automotive
Products Motorcycles, Scooters
Revenue U$ 2.8 billion
Website http://www.herohonda.com/site/home/home.asp
http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Websitehttp://www.herohonda.com/site/home/home.asphttp://www.herohonda.com/site/home/home.asphttp://www.herohonda.com/site/home/home.asphttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Industry7/30/2019 kashif taboot
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Board of Directors: Table-4.1
No. Name of the Directors Designation
1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
2 Mr. Pawan Munjal Managing Director & CEO
3 Mr. Toshiaki Nakagawa Joint Managing Director
4 Mr. Sumihisa Fukuda Technical Director
5 Mr. Om Prakash Munjal Non-executive Director
6 Mr. Sunil Kant Munjal Non-executive Director
7 Mr. Masahiro Takedagawa Non-executive Director
8 Mr. Santoshi Matsuzawa (AlternateDirector to Mr.Takashi Nagai)
Non-executive Director
9 Mr. Pradeep Dinodia Non-executive & IndependentDirector
10 Gen.(Retd.) Ved Prakash Malik Non-executive & IndependentDirector
11 Mr. Analjit Singh Non-executive & IndependentDirector
12 Dr. Pritam Singh Non-executive & IndependentDirector
13 Ms. Shobhana Bhartia Non-executive & IndependentDirector
14. Mr. Meleveetil Damodaran Non-executive & IndependentDirector
15. Mr. Arun Nath Maira Non-executive & IndependentDirector
http://www.herohonda.com/co_board_directors.htm#1http://www.herohonda.com/co_board_directors.htm#1http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#17/30/2019 kashif taboot
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
The joint venture between India's Hero Group and Honda Motor Company, Japan has not only
created the world's single largest two wheeler company but also one of the most successful
joint ventures worldwide.
During the 80s, Hero Honda became the first company in India to prove that it was possible to
drive a vehicle without polluting the roads. The company introduced new generation
motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it -
Shut it - Forget it' campaign captured the imagination of commuters across India, and Hero
Honda sold millions of bikes purely on the commitment of increased mileage.
Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many
as the number of people in Finland, Ireland and Sweden put together!
Hero Honda has consistently grown at double digits since inception; and today, every
second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in
India buys Hero Honda's top -selling motorcycleSplendor. This festive season, the company
sold half a million two wheelers in a single montha feat unparalleled in global automotive
history.
Hero Honda bikes currently roll out from its three globally benchmarked manufacturing
facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of
the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year.
These plants together are capable of producing out 4.4 million units per year.
Hero Honda's extensive sales and service network now spans over 3000 customer touch points.
These comprise a mix of dealerships, service and spare points, spare parts stockiest
and authorized representatives of dealers located across different geographies.
Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda
Passport Program, one of the largest programs of this kind in the world, has over 3 million
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
members on its roster. The program has not only helped Hero Honda understand its
customers and deliver value at different price points, but has also created a loyal community of
brand ambassadors.
Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda
is constantly working towards consolidating its position in the market place. The company
believes that changing demographic profile of India, increasing urbanization and the
empowerment of rural India will add millions of new families to the economic mainstream.
This would provide the growth ballast that would sustain Hero Honda in the years to come. As
Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We
pioneered India's motorcycle industry, and it's our responsibility now to take the industry to
the next level. We'll do all it takes to reach there.''
Mission: Hero Hondas mission is to strive for synergy between technology, systems and
human resources, to produce products and services that meet the quality, performance and price
aspirations of its customers. At the same time maintain the highest standards of ethics and
social responsibilities.
This mission is what drives Hero Honda to new heights in excellence and helps the
organization forge a unique and mutually beneficial relationship with all its stake holders.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Product of Hero Honda Motorcycle:Table-4.2
Category Product Name Slogan EngineCapacity
Entry
CD Dawn Dawn 97.2cc
CD Deluxe Naye Indian ki Nayi Deluxe Bike 97.2cc
Pleasure Why should boys have all the fun? 102cc
Deluxe
Splendor+ Designed to excel 97.2cc
Splendor NXG The New Xiting Ride 97.2cc
Passion Pro Ride your passion flaunt your style "style 97.2cc
Passion Plus A whole new world of style 97.2cc
Super Splendor Generation nayi bharosha wahi 124.7cc
Glamour Simply Magnetic 124.7cc
Glamour PGM FI Programmed fuel injection 124.8cc
Premium
Achiever Solid Like 149.1cc
CBZ Extreme Live 149.2cc
Hunk Because Muscles Matter 149.2cc
Karizma Always Game 223cc
Market share of Hero Honda Motorcycle
Motorcycle:
Chart-4.1
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Fig 4.1.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Dealer Profile
Two entrepreneurs Mr. Kadar Memon & Mr. Razak Memon as a partner have started
journey with Hero Honda Company on 20th March, 2000 as starting workshop service station
of HHML at Chikhli dist:Navsari. After achieving some milestone in the company they are
appointed as an authorized dealer of HHML for Chikhli taluka. On 8 th July, 2005 Supreme
Auto was established at Chikhli. In 4 years Supreme auto achieve many remarkable milestone
and being one of the leading dealer behalf of HHML.Hero Honda has given 4s (Sales, Service,
Spares & Safety) facilities to the Supreme Auto.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
SUPREME AUTO AT CHIKHLI
Range of Providing Services: Company gives authority around 15 km far from
Chikhli. Areas are covered by dealer is given bellow.
Chikhli
Billimora
Khergam
Rankuwa
All above centers Supreme Auto has established their service centers. From there it offers
sales, services & spares to the customers.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Service Centre of Supreme Auto
Value of Supreme Auto:
Trust
Satisfaction
Passion
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
VISION
To make Supreme Auto the dominant for best service provider & dealer built on
trust by all class people. This we hope to achieve by:
Understanding the needs of customers and offering them superior products and service
Leveraging technology to service customers quickly, efficiently and conveniently
Providing an enabling environment to foster growth and learning for ouremployees
And above all, building transparency in all our dealings.
MISSION
Understanding the needs of customers and offering them superior products and service
Building long lasting relationships with their customers & HHML.
Providing an enabling environment to foster growth and learning for their employees
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
DEALERS ARD & SERVICE STATIION
There Are 1Dealer Showroom, 1 Main Service station & Workshop, 3 ARD
(Authorized Representative of Dealer).Which details are given bellow
TYPE NAME ADDRESS
DEALER SHOWROOM SUPREME AUTON.H.NO.8, THALA,
CHIKHLI.
PH.:231100,232100
SERVICE
STATION&WORKSHOPSUPREME AUTO
SAMROLI, KALAPUL,CHIKHLI.
PH:234100,231399
WORKSHOPHELPLINE:9909133100
ARD REHBAR AUTO
SOMNATH ROAD , BILLIMORA
PH:284100
HELPLINENO.:9428383100
ARD RIDDHI AUTODESRA TEKRI, KHERGAM
PH:220233
ARD SPEED AUTORANKUWA
PH:247866
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Dealers Organization & Structure
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
SUPREME AUTOS STRUCTURE
DEALERS TIEUP
Supreme Auto provides facilities of finance & insurance to the customer at a time. So customersdoes not need to go anywhere for loan & insurance
Finance Tie up
HDFC
MASS FINANCE
Both finance providers are belonging good reputation in the market. Also customers are free toget finance from any finance company.
Insurance Tie up
IFCO-TOKYO
ICICI LOMBARD
Both insurance players have good image about customer oriented.
Achievements
During 2000 & 2001 it got award for best service provider of all over the india.It is included in top 7 scooter selling dealer of Gujarat.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
E-R Diagram:
DIAGRAM-1
E-R diagram shows the process from inquiry of customers to delivery of bike or any services.
It shows the relation between entities.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Dealer Market Share
Fig 4.3
(Secondary data collection from RTO and data is related to Chikhli city)
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerr - VV
TThheeoorreettiiccaall PPeerrssppeeccttiivvee
((RReevviieeww ooffLLiitteerraattuurree))
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CCUUSSTTOOMMEERRBBEEHHVVIIOOUURR
TThhee mmaaiinn aaiimm ooffmmaarrkkeettiinngg iiss mmeeeett aanndd ssaattiissffyy ttaarrggeett ccuussttoommeerrss nneeeedd aanndd wwaannttssbbuuyyeerrbbeehhaavviioorr
rreeffeerrss ttoo tthhee ppeeoopplleess oorr oorrggaanniizzaattiioonn ccoonndduucctt aaccttiivviittiieess aanndd ttooggeetthheerr wwiitthh tthhee iimmppaacctt ooff
vvaarriioouuss iinnfflluueennccee oonn tthheemm ttoowwaarrddss mmaakkiinngg ddeecciissiioonn oonn ppuurrcchhaassee ooffpprroodduucctt aanndd sseerrvviiccee iinn aa
mmaarrkkeett.. TThhee ffiieelldd ooff ccoonnssuummeerr bbeehhaavviioorr ssttuuddiieess hhooww iinnddiivviidduuaallss,, ggrroouuppss aanndd oorrggaanniizzaattiioonn
sseelleecctt,, bbuuyy,, uussee aanndd ddiissppoossee ooff ggooooddss,, sseerrvviiccee,, iiddeeaass,, oorr eexxppeerriieennccee ttoo ssaattiissffyy tthheeiirr nneeeeddss aanndd
ddeessiirreess uunnddeerrssttaannddiinngg ccoonnssuummeerrbbeehhaavviioorraanndd kknnoowwiinngg ccuussttoommeerr aarree nneevveerr ssiimmppllee.. TThhee wweeaalltthh
ooffpprroodduuccttss aanndd sseerrvviiccee pprroodduucceedd iinn aa ccoouunnttrryy mmaakkee oouurr eeccoonnoommyy ssttrroonngg.. TThhee bbeehhaavviioorr ooff
hhuummaann bbeeiinngg dduurriinngg tthhee ppuurrcchhaassee iiss bbeeiinngg tteerrmmeedd aass bbuuyyeerrss BBeehhaavviioorr.. CCuussttoommeerr ssaayyss oonnee
tthhiinngg bbuutt ddoo aannootthheerr.. TThheeyy mmaayy nnoott bbee iinn ttoouucchh wwiitthh tthheeiirr ddeeeeppeerr mmoottiivvaattiioonnss.. TThheeyy aarree
rreessppoonnddiinngg ttoo iinnfflluueenncceess tthhaatt cchhaannggee tthheeiirr mmiinndd aatt tthhee llaasstt mmiinnuuttee.. AA bbuuyyeerr mmaakkeess ttaakkee aa
ddeecciissiioonn wwhheetthheerrssaavvee oorrssppeenndd tthhee mmoonneeyy..
DDeeffiinniittiioonn ooff BBuuyyeerr
BBeehhaavviioorr::--
BBuuyyeerrbbeehhaavviioorriiss allppssyycchhoollooggiiccaall,, SSoocciiaall aannddpphhyyssiiccaallbbeehhaavviioorrss ooffppootteennttiiaall ccuussttoommeerrss aass
tthheeyybbeeccoommee aawwaarree ooffeevvaalluuaattee,,ppuurrcchhaassee,, ccoonnssuummee aanndd tteellll ootthheerrss aabboouuttpprroodduucctt && sseerrvviiccee..
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CCuussttoommeerrbbuuyyiinngg DDeecciissiioonn PPrroocceessss
TThheerree aarree ffoolllloowwiinngg ffiivvee ssttaaggeess iinn ccoonnssuummeerrbbuuyyiinngg ddeecciissiioonnpprroocceessss..
11.. PPrroobblleemm iiddeennttiiffiiccaattiioonn::--
TThheebbuuyyiinnggpprroocceessss ssttaarrttss wwhheenn tthheebbuuyyeerrrreeccooggnniizzeess aapprroobblleemm oorrnneeeedd.. TThhee nneeeedd ccaannbbee
ttrriiggggeerreedd bbyy iinntteerrnnaall oorr eexxtteerrnnaall ssttiimmuullii.. MMaarrkkeetteerrss nneeeedd ttoo iiddeennttiiffyy tthhee cciirrccuummssttaanncceess tthhaatt
ttrriiggggeerraappaarrttiiccuullaarrnneeeedd.. BByy ggaatthheerriinngg iinnffoorrmmaattiioonn ffrroomm aa nnuummbbeerrooffccoonnssuummeerrss,, MMaarrkkeetteerrss ccaann
iiddeennttiiffyy tthhee mmoosstt ffrreeqquueenntt ssttiimmuullii tthhaatt ssppaarrkk aann iinntteerreesstt iinn aa pprroodduucctt ccaatteeggoorryy.. TThheeyy ccaann tthheenn
ddeevveelloopp mmaarrkkeettiinngg ssttrraatteeggiieess tthhaatt ttrriiggggeerrccoonnssuummeerriinntteerreesstt..
22.. IInnffoorrmmaattiioonn SSeeaarrcchh::--
TThhee ccoonnssuummeerr ttrriieess ttoo ccoolllleecctt iinnffoorrmmaattiioonn rreeggaarrddiinngg vvaarriioouuss pprroodduuccttss//sseerrvviiccee.. TThhrroouugghh
ggaatthheerriinngg iinnffoorrmmaattiioonn,, tthhee ccoonnssuummeerr lleeaarrnnss aabboouutt ccoommpplleettiinngg bbrraannddss aanndd tthheeiirr ffeeaattuurreess..
IInnffoorrmmaattiioonn mmaayybbee ccoolllleecctteedd ffoorrmm mmaaggaazziinneess,, ccaattaalloogguueess,,rreettaaiilleerrss,, ffrriieennddss,, ffaammiillyy mmeemmbbeerrss,,
bbuussiinneessss aassssoocciiaattiioonn,, ccoommmmeerrcciiaall,, cchhaammbbeerr ooff ccoommmmeerrccee,, tteelleepphhoonnee ddiirreeccttoorryy,,ttrraaddeeffaaiirr eettcc..
MMaarrkkeetteerrss sshhoouulldd ffiinndd oouutt tthhee ssoouurrccee ooffiinnffoorrmmaattiioonn aanndd tthheeiirrrreellaattiivvee ddeeggrreeee ooffiimmppoorrttaannccee ttoo
tthhee ccoonnssuummeess..
PPeerrssoonnaall SSoouurrcceess:: FFaammiillyy,, ffrriieennddss,, nneeiigghhbboorr,, aass qquuiittttaanncceess..
CCoommmmeerrcciiaall SSoouurrccee:: AAddvveerrttiissiinngg,, ssaalleessppeerrssoonnss,, ddeeaalleerrss,,ppaacckkaaggiinngg,, ddiissppllaayyss..
PPuubblliicc ssoouurrcceess:: mmaassss mmeeddiiaa,, ccoonnssuummeerr,, rraattiinngg oorrggaanniizzaattiioonnss..
EExxppeerriimmeennttaall ssoouurrcceess:: HHaannddlliinngg.. EExxaammiinnee,, uussiinngg tthheepprroodduucctt..
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
33.. EEvvaalluuaattiioonn ooffaalltteerrnnaattiivvee::--
TThheerree iiss nnoo ssiinngglleepprroocceessss uusseeddbbyy aallll ccoonnssuummeerrssbbyy oonnee ccoonnssuummeerriinn aallllbbuuyyiinngg ssiittuuaattiioonnss.. TThheerree iiss
sseevveerraall FFiirrsstt,, tthhee ccoonnssuummeerrpprroocceesssseess,, ssoommeebbaassiicc ccoonncceeppttss aarree::
FFiirrsstt,, tthhee ccoonnssuummeerriiss ttrryyiinngg ttoo ssaattiissffyy nneeeedd..
SSeeccoonndd,, tthhee ccoonnssuummeerriiss llooookkiinngg ffoorrcceerrttaaiinnbbeenneeffiittss ffrroomm tthheepprroodduucctt ssoolluuttiioonnss..
TThhee mmaarrkkeetteerrmmuusstt kknnooww wwhhiicchh ccrriitteerriiaa tthhee ccoonnssuummeerrwwiillll uussee iinn tthheeppuurrcchhaassee ddeecciissiioonn..
44.. CChhooiiccee ooffppuurrcchhaassiinngg ddeecciissiioonn::--
FFrroomm aammoonngg tthheeppuurrcchhaassee ooffaalltteerrnnaattiivveess tthhee ccoonnssuummeerrmmaakkeess tthhee ssoolluuttiioonn.. IItt mmaayybbee ttoobbuuyy oorr
nnoott ttoobbuuyy.. IIff tthhee ddeecciissiioonn iiss ttoobbuuyy.. TThhee ootthheerraaddddiittiioonnaall ddeecciissiioonnss aarree::
WWhhiicchh ttyyppeess ooffbbiikkee hhee mmuussttbbuuyy?? FFrroomm
wwhhoomm ddoo yyoouu bbuuyy aabbiikkee??
HHooww tthheeppaayymmeenntt ttoobbee mmaaddee?? AAnndd ssoo oonn..
TThhee mmaarrkkeetteerruupp ttoo tthhiiss ssttaaggee hhaass ttrriieedd eevveerryy mmeeaannss ttoo iinnfflluueennccee tthheeppuurrcchhaasseebbeehhaavviioorr,,bbuutt tthhee
cchhooiiccee iisspprrooppeerrllyy ccoonnssuummeerrss.. IInn tthhee eevvaalluuaattiioonn ssttaaggee tthhee ccoonnssuummeerrffoorrmmsspprreeffeerreenncceess aammoonngg tthhee
bbrraannddss iinn tthhee cchhooiiccee sseett.. TThhee ccoonnssuummeerrmmaayy aallssoo ffoorrmm aann iinntteennttiioonn ttoobbuutt tthhee mmoossttpprreeffeerrrreeddbbrraanndd..
55.. PPoosstt PPuurrcchhaassee BBeehhaavviioorr::--
DDIISSOONNAANNCCEE OORRSSAATTIISSFFAACCTTIIOONN
AAfftteerrppuurrcchhaassee tthheepprroodduucctt,, tthhee ccoonnssuummeerrwwiillll eexxppeerriieennccee tthhee ssaammee lleevveell ooffpprroodduucctt.. TThhee
MMaarrkkeetteerrssjjoobb nnoott eenndd wwhheenn tthheepprroodduucctt iissbbuuyyiinngg mmuusstt mmoonniittoorrppoosstt--ppuurrcchhaassee ssaattiissffaaccttiioonn,,ppoosstt--
ppuurrcchhaassee aaccttiioonn,,ppoosstt--ppuurrcchhaassee uussee aanndd ddiissppoossaall
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
PPoosstt PPuurrcchhaassee SSaattiissffaaccttiioonn::--
TThhee ccuussttoommeerr,, ssaattiissffaaccttiioonn is a ffuunnccttiioonn Of cclloosseenneessss bbeettwweeeenn tthheebbuuyyeerr,, eexxppeeccttaattiioonn aanndd tthhee
pprroodduuccttss PPeerrcceeiivveerrppeerrffoorrmmaannccee.. TThhee llaarrggeerr tthhee ggaapp bbeettwweeeenn eexxppeeccttaattiioonn aanndd ppeerrffoorrmmaannccee,,
tthhee ggrreeaatteerrtthhee ccoonnssuummeerrddiissssaattiissffaaccttiioonn..
PPoosstt ppuurrcchhaassee AAccttiioonn::--
TThhee CCoonnssuummeerr,, ssaattiissffaaccttiioonn oorr ddiissssaattiissffaaccttiioonn wwiitthh tthhee pprroodduucctt iinnfflluueennccee ssuubbsseeqquueenntt bbeehhaavviioorr.. IIff
tthhee ccoonnssuummeerrssaattiissffiieedd,, hhee oorrsshhee wwiillll eexxhhiibbiitt aa hhiigghheerrpprroobbaabbiilliittyy ooffppuurrcchhaassiinngg tthheepprroodduucctt aaggaaiinn..
DDiissssaattiissffaaccttiioonn ccoonnssuummeerrmmaayy aabbaannddoonn aanndd rreettuurrnn tthheepprroodduucctt..
PPoosstt--PPuurrcchhaassee UUssee oorr DDiissppoossaall::--
TThhee mmaarrkkeetteerrsshhoouulldd aallssoo mmoonniittoorrnneewwbbuuyyeerrss uussee aanndd ddiissppoossee oofftthheepprroodduucctt.. IIfftthhee ccoonnssuummeerrssttoorree
tthhee pprroodduucctt iinn aa cclloossee,, tthhee pprroodduucctt iiss pprroobbaabbllyy nnoott vveerryy ssaattiissffyyiinngg.. IIff tthhee ccoonnssuummeerr tthhrroowwss tthhee
pprroodduucctt aawwaayy,, tthhee mmaarrkkeetteerr nneeeeddss ttoo kknnooww hhooww tthheeyy ddiissppoossee ooff iitt;; eessppeecciiaallllyy iitt ccaann bbee hhuurrtt tthhee
eennvviirroonnmmeenntt..
CChhaarraacctteerriissttiicc ooffBBuuyyeerr BBeehhaavviioorrss
TThhee cchhiieeffcchhaarraacctteerriissttiiccss oofftthheebbuuyyeerrssbbeehhaavviioorrss aarree aass ffoollllooww::--
((11)) IItt ccoonnssiissttss ooff mmeennttaall aanndd pphhyyssiiccaall aaccttiivviittiieess wwhhiicchh ccoonnssuummeerrss uunnddeerrttaakkee ttoo ggeett ggooooddss aanndd
sseerrvviicceess aanndd oobbttaaiinn ssaattiissffaaccttiioonn ffrroomm tthheemm..
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
((22)) IItt iinncclluuddeess bbootthh oobbsseerrvvaabbllee aaccttiivviittiieess ssuucchh aass wwaallkkiinngg tthhrroouugghh tthhee mmaarrkkeett ttoo eexxaammiinnee
mmeerrcchhaannddiissee aanndd mmaakkiinngg aa ppuurrcchhaassee aanndd mmeennttaall aaccttiivviittiieess--ssuucchh aass ffoorrmmiinngg aattttiittuuddeess,, ppeerrcceeiivviinngg
aaddvveerrttiissiinngg mmaatteerriiaall,, aanndd lleeaarrnniinngg ttoopprreeffeerrppaarrttiiccuullaarrbbrraannddss..
((33)) CCoonnssuummeerrbbeehhaavviioorrss aarree vveerryy ccoommpplleexx aanndd ddyynnaammiicc ttoo ccoonnssttaannttllyy cchhaannggiinngg.. AAnndd
tthheerreeffoorree,, mmaannaaggeemmeenntt nneeeedd ttoo aaddjjuusstt wwiitthh tthhee cchhaannggee ootthheerrwwiissee mmaarrkkeett mmaayybbee lloott..
((44)) TThhee iinnddiivviidduuaallss ssppeecciiffiicc bbeehhaavviioorrss iinn tthhee mmaarrkkeett ppllaaccee iiss aaffffeecctteedd bbyy iinntteerrnnaall ffaaccttoorr,, ssuucchh aass
nneeeedd ,, mmoottiivveess,, ppeerrcceeppttiioonn,, aanndd aattttiittuuddeess,, aass wweellll aass bbyy eexxtteerrnnaall ooffeennvviirroonnmmeennttaall iinnfflluueenncceess ssuucchh
aass tthhee ffaammiillyy ssoocciiaall ggrroouuppss,, ccuullttuurree,, eeccoonnoommiiccss aanndd bbuussiinneessss iinnfflluueenncceess..
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
SSttiimmuulluuss -- RReessppoonnssee mmooddeell ffoorr bbuuyyeerr bbeehhaavviioorr
Fig 5.1
5
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerrVVII
MMeetthhooddoollooggyy && PPrroocceedduurree ooffwwoorrkk
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Research design
A research design is the detailed blue print used to guide a research study towards its objectives. It
helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards buying of bike. The study also
aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the study a
descriptive one.
Type of Research
The study undertaken is ofDescriptive Research in nature.
Nature of Research
The study is quantitative in nature.
It is structured, standardized, question based interview.
Types of Question
The types of question asked during the study are Straight forward and limited probing.
Total number of questions: 12
Total number of close ended questions: 10
Total number of open ended questions: 2
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Sources of Data
Secondary Source
In this study the secondary data is collected from the following sources.
1. Companys website
2. Reports of Company
3. Discussion with marketing and sales staff
4. Books on Marketing and Research methodology
Primary Source
The Primary source of collecting data for research is:
Questionnaire filled by the customers of Supreme Auto.
Primary Data of Collection
Research Technique
In this study the survey method is used as a research technique. This method helps to obtain right
information from respondents.
Contact Method
In this study Personal Exit interview it is taken as a tool for the contact method. In which the
personal interview is conducted with customers of Westside.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Sampling plan
Sampling is a process of obtaining. The information about the entire population by examine a part of
it. The effectiveness of the research depends on the sample size selected for the survey purpose. (A)
Population:-
The survey was conducted in Chikhli city.
(B) Sampling Unit:-
It means Who is to be surveyed. Here target population is decided and it is who are
interested to purchase Bike and sampling frame is developed so that everyone in thetarget population has known chance of being sampled. So the survey is conducted particularly
in Chikhli city.
(C) Sample size:-
For the purpose of proper survey, there is need of perfect research instruments to find out
sample size for more accurate result about buying behavior of bike. The sample size
is 100 respondents.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
(D) Sample Element
The sample element of research is customer of Supreme Auto.
(E) Sample Extent
The sample extent is limited to Chikhli city.
(F) Sample Duration
The sample duration between June 2009 and July 2009
(G) Sampling Procedure
The sampling procedure followed is convenience.
Research Instrument
In this study the research instrument is Questionnaire. It consists of set of questionpresented to respondents.
The questionnaire is structured & combinations of various close and open ended questions.
Close ended question already have the possible answers and the open ended question allow
the respondents to answer in their own word.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerrVVIIII
DDaattaa AAnnaallyyssiiss aanndd IInntteerrpprreettaattiioonn
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
1. AGE WISE CLASSIFICTION
Data:
Age (in year) No. of respondents Percentage (%)
18-20 30 30
21-25 37 37
26-30 15 15
31-35 06 06
36-40 07 07
41& above 05 05Total 100 100
Analysis:
Age wise Classification
15, 15%
6, 6%
7, 7% 5, 5%
37, 37%
30, 30% 18-20
21-25
26-30
31-35
36-40
41& above
Fig.7.1
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group
of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36-40 and
41 & above.
2. OCCUPATION WISE CLASSIFICATION
Data:
Occupation No. of respondents Percentage (%)
Agriculture 47 47
Student 30 30
Business 12 12
Serviceman 08 08
Others 03 03
Total 100 100
Analysis:
Fig 7.2
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Income Level No. of respondents Percentage (%)
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:Above graph shows that 54% of respondents are income in
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Fig. 7.4
Interpretation:
Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero
Honda Bike by Cash.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
5. MEDIUM OF AWARENESS OR INFORMATION THROUGH
DIFFERENT SOURCES:
Data:
Sources No. of respondents Percentage (%)
News Paper 12 12
T.V. Advertisement 14 14
Friends 26 26
Others 48 48
Total 100 100
Analysis:
Fig.7.5
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:
Above graph shows that 48 % respondents are come to know from the other. Then 26 %
respondents are come to know from the friends. 14 % & 12 % respondents are come to know
from the T.V. Advertisement & news paper.
6. View of customers about Advertisements create more awareness of
Showroom:
Data:
Response No. of respondents Percentage (%)
Yes 65 65
No 15 15
Cant Say 10 10
Interpretation:
Above graph shows that the majority of customers are agreed on the advertisementcreates more awareness of showroom and very few of customers are disagreed.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
No.
OfRespondents
7. AGE V/S USAGE OF COMPANIES MOTORCYCLE
Data:
Age (in
year)
HeroHonda
Bajaj TVS Yamaha Honda Total
18-20 15 05 03 02 05 30
21-25 23 06 03 03 02 37
26-30 09 02 01 03 00 15
31-35 02 00 01 01 02 06
36-40 01 2 02 01 01 07
41& 01 01 00 02 01 05
Above
Total 51 16 10 21 11 100
20
18-20
1521-25
26-30
31-3510
36-40
41& above
5
0
Hero Honda Bajaj TVS Yamaha Honda
Age V/S Of Companies Motorcycles Fig.7.6
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:
Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle.And 16
respondents are using Bajaj bikes.
Who is decision maker for purchasing bike in your family?
Data:
Sources No. of respondents Percentage (%)
Father 46 46
Self 42 42
Mother 10 10
Others 02 02
Total 100 100
Analysis:
Decision maker for purchasing bike
50 4646
42
4042
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:
Above Graph shows that 46 % respondents take decision by father for purchasing bike. And
42 % respondents are take decision by self for purchasing bike.
RATING OF HERO HONDA MOTORCYLE FEATURES
Data:
Weightage 6 5 4 3 2 1
Attributes Excellent Very
Good
Good Average Poor Very
Poor
Total Total
score
Price 30 20 18 16 10 06 100 426
Less
maintenance
18 11 17 30 13 11 100 358
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy
Driving
20 12 21 23 10 14 100 367
Brand
Reputation
17 19 14 21 17 12 100 362
Color 28 19 18 13 10 12 100 406
Pick up 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Attributes Weight Age
Price 426
Less maintenance 358
Style 355
Durability 335
Mileage 381
Easy Driving 367
Brand Reputation 362
Color 406
Pick up 382
Total 3370
Analysis:
Feature of purchasing Bike
12%
11%
11% 12%
11%
11%
Price
Less maintenance
Style
Durability
Mileage
Easy Driving
Brand Reputation
11%
11%
10%
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Color
Pick up
Fig.7.8
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Interpretation:
Above chart show that more no of respondents are give more weight age to the price and color.
RATING OF SHOW ROOM ATTRIBUTES
Data:
Attributes Excellent VeryGood
Good Average Poor Total
Availability 30 24 18 16 12 100
After SalesResponse
16 35 24 15 10 100
KnowledgeOfSales man
20 21 23 20 16 100
Service 25 18 27 19 11 100
Infrastructure12 29 20 17 22 100
Total 103 127 112 87 71 500
Analysis:
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Fig.7.8
Interpretation:
Above chart shows that 30 respondents out of 100 give Weight age on availability is excellentand second 35 respondents out of 100 give weight age on after sales response is Very Good, 23
respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight
age on services is good, 29 respondents give weight age on Infrastructure is Very Good.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
11. RATE THE FOLLOWING SCHEMES THAT ATTRACT
YOU MOST.
Data:
Attributes Excellent VeryGood
Good Average Poor Total
FestivalOffer
43 21 12 14 10 100
Exchange
Offer
15 31 29 12 13 100
Special Gift 20 19 30 20 11 100
CashDiscount
11 21 19 34 15 100
AnniversaryOffer
14 13 12 20 41 100
Total 103 105 102 100 90 500
Analysis:
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Fig 7.9
Interpretation:
Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then
in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30
respondents are give a good rank, in cash discount 34 respondents are give a average rank
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
12. RANKING OF ATTRIBUTES WHICH IMPORTANT IN
PURCHASING HERO HONDA BIKEData:
Attributes 1st 2nd 3rd 4th 5th Total
Mileage 31 26 15 18 10 100
Available 14 25 32 16 13 100
Price 22 16 42 11 09 100
Pickup 17 18 29 21 15 100
Color 20 24 26 10 20 100
Total 104 109 144 76 67 500
Analysis:
Fig 7.10
Interpretation:
Above graph show that respondents give more importance to the mileage then after they give more
importance to the price for purchasing motorcycle of Hero Honda. Respondents give poor rating in
availability of motorcycle as per their requirement and pickup attributes.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
CChhaapptteerrVVIIIIII
FFiinnddiinnggss
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Findings
In current market scenario, respondents give maximum no. of weight age to pricethen after they consider mileage and colors respectively.
The study shows that more no. of respondents have connected as sources of incomefrom agriculture.
The study shows that 51 respondents are already user of Hero Honda motorcycle. SoHero Honda is popular automobile company in study region.
The study show that 48 respondents are come to know from others and 26respondents are come to know from friends about Hero Honda bike.
The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45respondents are purchase Hero Honda bike by cash.
The study shows that 31 respondents are give more points to mileage. The study shows that 46 respondents father take a decision to purchase bike And 42
respondents take a self decision to purchase bike.
The study shows that 30 respondents are give rank to availability of show rooms and35 respondents are give rank to service.
The study shows that 43 respondents are giving excellent to festival offer and4respondents are give poor rank to the anniversary offer.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
SUGGESTIONS
Hero Honda should introduce a low price (25000 to 30000) moped. For the promotion, company makes road-show that will Increase the sales. Hero Honda should increase in advertisements through T.V., newspapers. The company should give more concentrate on the advertisement. Hero Honda should expand the targeted market like introducing special scooter for
women and also considering rural market related offers.
Hero Honda should work on sports and pick up bikes.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Chapter-IX
Conclusion:
Hero Honda should expand the target market like introducing special scooter for woman andalso for rural market.
It is found that most of the dealers now days prefer keeping the bike like Pulsar, fz16 and R15. It is found that Yamaha and Bajaj capture most of the market.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Chapter - X
AAnnnneexxuurree
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Questionnaire
CUSTOMER PERSONAL INFORMATION:-
A.Name: -
B.Address:-
C. Contact No.:-
D. Gender: Male / Female
E. Age (in year):-
18 to 20 ( ) 21 to 25 ( )26 to 30 ( ) 31 to 35 ( )36 to 40 ( ) 41 & above ( )
F. Occupation:-
Agriculture ( ) Businessman ( )Students ( ) Professional ( )Others ( )
G. monthly income:-
5000 ( ) 5000-10,000 ( )10,000-15,000 ( ) 15,000-20,000 ( )
20,000 Above ( )
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
A STUDY ON CUSTOMER BEHAVIOUR AND
SATISFACTION LEVEL FOR HERO HONDA
MOTORCYCLE.
1. Do you have own bike?
(A) Yes ( ). (B) No ( ) If yes than,
2. Which company bike do you have at present?
Company
3. Which medium do you refer to purchasing bike?
(A) News paper ( ) (C) TV advertisement ( ) (B) Friends ( ) (D) others ( )
4. Do you think advertisements create more awareness of showroom and bikes?
(A) Yes (B) NO (C) Cant
Say
5. Who is decision maker for purchasing bike in your family?
(A) Father ( ) (B) Mother ( )
(B) Self ( ) (D) other ( )
6. How do you purchase bike?
(A) By cash ( ) (B) By Loan ( )
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
7. Give points to the given bellow features in Hero Honda motorcycle?
Attributes 6 5 4 3 2 1
Price
Less maintenance
Style
Durability
Mileage
Easy driving
Brand reputation
Color
8. Give rating the following attribute of show room?
Attributes Excellent Very Good Good Average Poor
Availability
Knowledge of Sales person
After sales response
Services
infrastructure
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
9. Give rating the following offers that attract you most.
Attributes Excellent Very Good Good Average Poor
Festival Offer
Exchange Offer
Special Gift
Cash discount
10. Give the rank of given bellow features which consider at the time of purchasing
bikes on priority base.
Attributes 1st
2nd
3rd
4th
5th
Mileage
AvailablePrice
After service
Pickup
11. Do you properly understand of Passport scheme?
(A) Yes ( ) (B)No ( )
12. How do you find Passport Scheme?
(A) Excellent ( ) (B) Very Good ( ) (C) Good ( )
(D) Not Bad ( ) (E) Useless ( )
13. Give your suggestion if any:
Sign.
Date.
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001
Form Provided from Dealer
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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA
BIBLIOGRAPHY
Books
ameAuthor Edition Publication
Date of Referred
From To
MarketingResearch
G.C.Beri 3rdTata McGrawHill PublishingCompany Ltd
1/06/09 25/06/09
Marketingmanagement
PhilipKotler
12thPrentice-Hall ofIndia Private
Ltd.,
10/06/09 15/07/09
Websites
ameDate of Surfing
From To
www.herohonda.com1/07/09 30/07/09
www.nissparta.com1/07/09 30/07/09
www.google.com
Magazines
Name Published PublicationDate of Referred
From To
NIS Sparta (HERO HONDA) 2008-2009 NIS SPARTA 15/06/09 30/07/09
http://www.herohonda.com/http://www.herohonda.com/http://www.nissparta.com/http://www.nissparta.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.nissparta.com/http://www.herohonda.com/