Project On Study on Consumer Buying Behavior & Satisfaction Level for Hero Honda Motorcycle with reference to Chikhli

city in Navsari

Master of Business Administration (Marketing)

Submitted in partial fulfillments of requirements for award of Master of Business Administration of Tilak Maharashtra University, Pune.

Submitted By: OWESH R. DABAWALA (Batch 2008-10) PRN: 07208013444 Of PAI International Centre for Management Excellence, Pune411001

Tilak Maharashtra University Gultekdi, Pune 411037

Certificate Of Internal Guide

This is to certify that project titled Study on Consumer Buying Behavior &

Satisfaction Level for Hero Honda Motorcycle with reference to Chikhli city in Navsari is a bonafide work carried Out by Mr. Owesh R. Dabawala a candidate for the award of Master of Business Administration of Tilak Maharastra University, Pune under my guidance and direction.

Signature of guide

Name: DR. Roshan Kazi Date: (MBA) Place: Institute: AIMS

2

Designation: HOD

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. Last but not the least I am indebted to Prof.R Ganesan, Director, of our institute and my project guide Prof.Roshan Kazi (HOD OF MBA) without whose sincere gratitude this project would not have been possible. I am thankful to all of my friends and batch mates for their help in completing this project work. Finally, I am thankful to my entire family members for their great support and encouragement.

Owesh R. Dabawala

Chapter No.

1 2

Rationale of Study

Contents
SUBJECT
Title of the project Objective of the Study Scope of the Study

PAGE NO. 1 6-8

Objective of the Study

3 4 5

Profile of Company Review of Literature Research Methodology Research Design Data collection methods/sources Sampling plan

9-22 23-29 30-34

6 7 8

Data Analysis and Interpretation Findings Limitations Appendix Questionnaire Form or any from the company Bibliography

35-50 51-53 54-55 56 57-60 61 62

Chapter: I

Rationale for The Study

Two Wheeler Auto Mobiles Introduction

Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable outcome.

It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit made without any apparent means of steering.

Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design.

It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine

producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame.

In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.

Introduction of India Two wheelers Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth over the years. Now owing a bike has become a must for most Indians. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient.

With the growth in the economy the demand for two wheelers is increasing over the years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologies and innovative features to capture a major pie of the Indian market and its the consumer who is benefited from it..

With the availability of reduced consumer loans and high disposable income the Indian two-wheeler industry has perceived an exceptional growth over the past few years thereby making India the second largest market for two wheelers in the world only after China.

The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective, economical and easy to navigate through the traffic. 7

Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj India.

The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly and economical.

In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in India:

Easy accessibility to cheap consumer loans The increase in the average income of the family. The reduction in duties and taxes. Convenience with regards to commuting as compared to the public transport system. Continuous innovations in technology making the bikes economic and fuel-efficient. The first choice among youths and teenagers.

Introduction of Study
8

Selling of any product, there is needed to build relationship with customer. For building a relationship there is need for knowing the customer behavior and how will be they satisfied? This project is undertaken to know the customer behavior & satisfaction level for Hero Honda Motorcycle in Supreme Auto (at Chickhli). Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it is almost rural area and most population income depends on agriculture or its products. There were some limitations while doing the project. The data was collected by personal interviews of the respondents. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. As it was the rural area we were supposed to explain each and every question of the questionnaire. Also many of them did not show any interest in filling questionnaires. . This study will help Hero Honda to know the most popular way by which they are providing services and quality to the customers and to know various customers Perceptions. From the study, we found that, the customers were highly satisfied with the products and service of Hero Honda, but there were some complaints regarding after sales service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good brand image in the market. Most of the respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. The present is the era of customers. Customers are more knowledgeable than ever before and because the customer is more knowledgeable, companies must be faster, more agile and more creative than few years ago. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products. Hero Honda should improve on their after sales support, and have knowledgeable support staff. Also Hero Honda should increase the range of its targeted market.

Chapter II

Objective of The Study

10

Title of the Project

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 and satisfaction

level for Hero Honda Motorcycle with reference to Chikhli in Navsari.

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 researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles. Also after purchasing are customers being satisfied or not?

11

Objective of the Study

To know market position of Hero Honda bike in the market. To know consumer behavior for purchase of two wheeler bike. To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealers with reference

to age, gender, income

To know which medium play important role for purchasing bike. To study who is the decision make in purchasing bike?. or not? Identifying possible areas of Improvement. To know the status of different offers. To study whether customers are satisfied with staff and services

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.

12

Chapter: III

Profile of The Company

13

HERO HOND PROFILE

Logo

January 19, 1984 in Gurgaon, Haryana, India Founded Headquarters Haryana, India

HERO HONDA HEADQUARTERS

14

Key people Industry Products Revenue Website

Om Prakash Munjal, Founder Mr. Brijmohan Lall Munjal, Chairman Mr. Toshiaki Nakagawa, Joint Managing Director Mr. Pawan Munjal, Managing Director Automotive Motorcycles, Scooters U$ 2.8 billion http://www.herohonda.com/site/home/home.asp

Board of Directors: No.

1 2 3 4 5 6 7

Name of the Directors

Mr. Brijmohan Lall Munjal Mr. Pawan Munjal Mr. Toshiaki Nakagawa Mr. Sumihisa Fukuda Mr. Om Prakash Munjal Mr. Sunil Kant Munjal Mr. Masahiro Takedagawa

Designation
Chairman & Whole-time Director Managing Director & CEO Joint Managing Director Technical Director Non-executive Director Non-executive Director Non-executive Director

15

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

Non-executive Director

Mr. Pradeep Dinodia

Non-executive & Independent Director

10

Gen.(Retd.) Ved Prakash Malik

Non-executive & Independent Director

11

Mr. Analjit Singh

Non-executive & Independent Director

12

Dr. Pritam Singh

Non-executive & Independent Director

13

Ms. Shobhana Bhartia

Non-executive & Independent Director

14.

Mr. Meleveetil Damodaran

Non-executive & Independent Director

15.

Mr. Arun Nath Maira

Non-executive & Independent Director

The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign

16

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 motorcycle Splendor. 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 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

17

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.

Product of Hero Honda Motorcycle:

Category Product Name CD Dawn CD Deluxe Pleasure Splendor+ Splendor NXG Passion Pro Passion Plus Super Splendor Glamour Slogan Dawn Naye Indian ki Nayi Deluxe Bike Why should boys have all the fun? Designed to excel The New Xiting Ride Ride your passion flaunt your style "style unlimited" A whole new world of style Generation nayi bharosha wahi Simply Magnetic Engine Capacity 97.2cc 97.2cc 102cc 97.2cc 97.2cc 97.2cc 97.2cc 124.7cc 124.7cc

Entry

Deluxe

18

Premium

Glamour PGM FI Achiever CBZ Extreme Hunk Karizma

Programmed fuel injection Solid Like You Live Extreme Because Muscles Matter Always Game

124.8cc 149.1cc 149.2cc 149.2cc 223cc

Market share of Hero Honda Motorcycle

Motorcycle:

Scooter:

19

20

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 8th 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.

SUPREME AUTO AT CHIKHLI

21

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.

22

Service Centre of Supreme Auto Value of Supreme Auto:

Trust Satisfaction Passion

VISION

23

To make Supreme Auto the dominant for best service provider & dealer built on trust by all class people. This we hope to achieve by: Understanding the needs of customers and offering them superior products and service Leveraging technology to service customers quickly, efficiently and conveniently Providing an enabling environment to foster growth and learning for our employees And above all, building transparency in all our dealings.

MISSION

Understanding the needs of customers and offering them superior products and service Building long lasting relationships with their customers & HHML. Providing an enabling environment to foster growth and learning for their employees

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
DEALER SHOWROOM

NAME
SUPREME AUTO

ADDRESS
N.H.NO.8, THALA, CHIKHLI. PH.:231100,232100

SERVICE SUPREME AUTO STATION&WORKSHOP

SAMROLI, KALAPUL, CHIKHLI. PH:234100,231399

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WORKSHOPHELPLINE:9909133100 SOMNATH ROAD , BILLIMORA ARD REHBAR AUTO PH:284100 HELPLINENO.:9428383100 DESRA TEKRI, KHERGAM ARD RIDDHI AUTO PH:220233 RANKUWA ARD SPEED AUTO PH:247866

DEALERS ORGANIZATION STRUCTURE

25

SUPREME AUTOS STRUCTURE

DEALERS TIE UP
Supreme Auto provides facilities of finance & insurance to the customer at a time. So customers does not need to go anywhere for loan & insurance Finance Tie up HDFC MASS FINANCE

26

Both finance providers are belonging good reputation in the market. Also customers are free to get finance from any finance company. Insurance Tie up IFCO-TOKYO ICICI LOMBARD

Both insurance players have good image about customer oriented.

Achievements
india. It is included in top 7 scooter selling dealer of Gujarat. During 2000 & 2001 it got award for best service provider of all over the

E-R Diagram:

27

E-R diagram shows the process from inquiry of customers to delivery of bike or any services. It shows the relation between entities.

Dealer Market Share

(Secondary data collection from RTO and data is related to Chikhli city)

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Chapter IV

Review of Literature

29

CUSTOMER BEHVIOUR
The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispse of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as Buyer Behavior. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

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

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Customer buying Decision Process

There are following five stages in consumer buying decision process.

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

2. Information Search:-

The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance to the consumes.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.

Public sources: mass media, consumer, rating organizations. 31

Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product solutions.

The marketer must know which criteria the consumer will use in the purchase decision.

4 . Choice of purchasing decision:-

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

Which types of bike he must buy?

From whom do you buy a bike?

How the payment to be made? And so on.

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

32

5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:The customer, satisfaction is a function Of closeness between the buyer, expectation and the products Perceiver performance. The larger the gap between expectation and performance, the

g greater the consumer dissatisfaction.

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

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

33

Characteristic of Buyer Behaviors

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

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

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

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

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

34

Stimulus - Response model for buyer behavior

35

Chapter V

RESEARCH METHODOLOGY

36

Research design

A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the study a descriptive one.

Type of Research
The study undertaken is of Descriptive Research in nature.

Nature of Research

The study is quantitative in nature. It is structured, standardized, question based interview.

Types of Question
The types of question asked during the study are Straight forward and limited probing. Total number of questions: 12 Total number of close ended questions: 10 Total number of open ended questions: 2

37

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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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 the target population has known chance of being sampled. So the survey is conducted particularly in Chikhli city.

39

(C)Sample size:-

For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. The sample size is 100 respondents.

(D) Sample Element

The sample element of research is customer of Supreme Auto.

(E) Sample Extent

The sample extent is limited 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 question presented 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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Chapter VI

Data Analysis and Interpretation

41

1. AGE WISE CLASSIFICTION Data: Age (in year)

18-20 21-25 26-30 31-35 36-40 41& above Total

No. of respondents
30 37 15 06 07 05 100

Percentage (%)
30 37 15 06 07 05 100

Analysis:
Age wise Classification

7, 7% 6, 6%

5, 5% 30, 30% 18-20 21-25 26-30 31-35 36-40 41& above 37, 37%

15, 15%

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 3640 and 41&above.

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2. OCCUPATION WISE CLASSIFICATION Data: Occupation Agriculture Student Business Serviceman Others Total No. of respondents
47 30 12 08 03 100

Percentage (%)
47 30 12 08 03 100

Analysis:

Interpretation:

43

Above Chart Shows that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the students. 12 respondents are businessman.

3. Income Level <= 5000 5000-10,000 10,000-15,000 15,000-20,000 20,000 Above Total ATION No. of respondents
54 25 11 07 03 100

Percentage (%)
54 25 11 07 03 100

INCO ME WISE CLAS SIFIC

Data:

Analysis:

44

Income Wise Classification

7, 7% 11, 11%

3, 3%

5000 5000-10,000 10,000-15,000 54, 54% 25, 25% 15,000-20,000 20,000 Above

Interpretation:
Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,00015,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level

4. SOURCES OF FINANCE Data: Sources of By cash Finance Agriculture 31 Student 11 Business 10 Profession 3 Others 1 Total 46 Analysis:
45

By loan 16 17 2 5 2 54

Total 47 30 12 8 3 100

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

5. MEDIUM OF SOURCES Data: Sources News Paper T.V.Advertisement Friends Others Total Analysis:
46

No. of respondents
12 14 26 48 100

Percentage (%)
12 14 26 48 100

No. of respondents

News Paper, 12 T.V.Advertiseme nt, 14 Others, 48

Friends, 26

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 Yes No Cant Say

No. of respondents
65 15 10

Percentage (%)
65 15 10

Analysis:

47

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

7. AGE V/S USAGE OF COMPANIES MOTORCYCLE Data: Age (in year) 18-20 21-25 26-30 31-35 36-40 41& Hero Honda
15 23 09 02 01 01

Bajaj
05 06 02 00 2 01

TVS
03 03 01 01 02 00

Yamaha Honda
02 03 03 01 01 02 05 02 00 02 01 01

Total
30 37 15 06 07 05

48

above Total Analysis:

51

16

10

12

11

100

Age V/S Of Companies Motorcycles

25

No. Of Respondents

20 18-20 15 21-25 26-30 31-35 10 36-40 41& above 5

0 Hero Honda Bajaj TVS Yamaha Honda

Interpretation:
Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle. And 16 respondents are using Bajaj bikes.

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8. Who is decision maker for purchasing bike in your family? Data: Sources Father Self Mother Others Total Analysis:
Decision maker for purchasing bike
50
46 46 42 42

No. of respondents
46 42 10 02 100

Percentage (%)
46 42 10 02 100

40 30 20 10 0
Father

No. of respondents
10 10 2 2

Percentage (%)

Percentage (%) No. of respondents

Self

Mother

Others

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.

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9. RATING OF HERO HONDA MOTORCYLE FEATURES Data:

Weight age Attributes Price Less maintenanc e Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total 6 Excellent 30 18 5 Very Good 20 11 4 Goo d 18 17 3 Aver age 16 30 2 Poor 10 13 1 Very Poor 06 11 Tot al 100 100 Total score 426 358

21 10 24 20 17 28 19 187

18 17 19 12 19 19 22 157

19 16 14 21 14 18 15 152

10 24 17 23 21 13 20 174

11 21 09 10 17 10 14 115

21 12 17 14 12 12 10 115

100 100 100 100 100 100 100 900

355 335 381 367 362 406 382 3370

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Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total Analysis:

Weight age 426 358 355 335 381 367 362 406 382 3370

Feature of purchasing Bike

11% 12%

12% 11%

Price Less maintenance Style Durability Mileage

11%

11%

Easy Driving Brand Reputation Color Pick up

11% 11%

10%

Interpretation:
Above chart show that more no of respondents are give more weight age to the price and color. 52

10. RATING OF SHOW ROOM ATTRIBUTES Data:

Attributes Availability After Sales reponse Knowledge Of Sales man Service Infrastructure Total

Excellent Very Good

30 16 24 35

Good
18 24

Average
16 15

Poor
12 10

Total
100 100

20

21

23

20

16

100

25 12 103

18 29 127

27 20 112

19 17 87

11 22 71

100 100 500

Analysis:

53

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

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11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST. Attributes Festival Offer Exchange Offer Special Gift Cash Discount Anniversary Offer Total Data: Excellent Very Good 43 21 15 20 11 14 103 31 19 21 13 105 Good 12 29 30 19 12 102 Average 14 12 20 34 20 100 Poor 10 13 11 15 41 90 Total 100 100 100 100 100 500

Analysis:

Anniversary Offer

Cash Discount

Poor Average Good Very Good Excellent

Special Gift

Exchange Offer

Festival Offer

20

40

60

80

100

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

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12. RANKING OF ATTRIBUTES PURCHASING HERO HONDA BIKE Data: Attributes Mileage Available Price Pick up Color Total Analysis: 1st 31 14 22 17 20 104 2nd 26 25 16 18 24 109 3rd 15 32 42 29 26 144

WHICH

IMPORTANT

IN

4th 18 16 11 21 10 76

5th 10 13 09 15 20 67

Total 100 100 100 100 100 500

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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Chapter VII

Findings

58

Findings
In current market scenario, respondents give maximum no. of weight age to price then after they consider mileage and colors respectively. The study shows that more no. of respondents have connected as sources of income from agriculture. The study shows that 51 respondents are already user of Hero Honda motorcycle. So Hero Honda is popular automobile company in study region. The study show that 48 respondents are come to know from others and 26 respondents are come to know from friends about Hero Honda bike. The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. The study shows that 31 respondents are give more points to mileage. The study shows that 46 respondents father take a decision to purchase bike And 42 respondents take a self decision to purchase bike. The study shows that 30 respondents are give rank to availability of show rooms and 35 respondents are give rank to service. The study shows that 43 respondents are giving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer.

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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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Chapter VIII

Limitations

61

 Research 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. Shortage of time is also reason for incomprehensiveness. The views of the people are biased therefore it may not be reflecting true picture.

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Appendix

63

Questionnaire CUSTOMER PERSONAL INFORMATION:A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. Contact No.:-__________________________________________ D. Gender: Male / Female E. Age (in year):18 to 20 ( ) 26 to 30 ( ) 36 to 40 ( ) F. Occupation:Agriculture Students Others G. monthly income:5000 10,000-15,000 20,000 Above ( ) ( ) ( ) 5000-10,000 15,000-20,000 ( ) ( ) ( ) ( ) ( ) Businessman ( ) Professional ( ) 21 to 25 31 to 35 41 & above ( ) ( ) ( )

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A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE.

Do you have own bike? ( ). (B) No ( )

(A) Yes

If yes than,

Which company bike do you have at present? Company ____________________

Which medium do you refer to purchasing bike? (A) News paper (B) Friends ( ) ( ) (C) TV advertisement ( ) (D) others ( )

Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Cant Say

Who is decision maker for purchasing bike in your family? (A) Father (B) Self ( ) ( ) (B) Mother (D) other ( ) ( )

How do you purchase bike? ( ) (B) By Loan ( )

(A) By cash

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Give points to the given bellow features in Hero Honda motorcycle? 6 5 4 3 2 1

Attributes Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color

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

Give rating the following offers that attract you most. Average Poor

Attributes Excellent Very Good Good Festival offer Exchange offer Special gift Cash discount

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10

Give the rank of given bellow features which consider at the time of purchasing bikes on priority base. 1st 2nd 3rd 4th 5th

Attributes Mileage Available Price After service Pick up

11

Do you properly understand of Passport scheme? ( ) (B) No ( )

(A) Yes

12

How do you find Passport Scheme? ( ) ( ) ( ) (B) Very Good (D) Not Bad ( ) ( )

(A) Excellent (C) Good (E) Useless

13

Give your suggestion if any:

______________________________________________________________ ______________________________________________________________ _____________________________

Sign.___________________ Date.___________________
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Form Provided from Dealer

68

BIBLIOGRAPHY
69

Books Name
Marketing Research Marketing management

Author
G.C.Beri Philip Kotler

Edition
3rd

Publication
Tata Mc Graw Hill Publishing Company Ltd Prentice-Hall of India Private Ltd.,

Date of Referred From To

1/06/09 25/06/09

12th

10/06/09

15/07/09

Websites Name www.herohonda.com www.nissparta.com www.google.com Date of Surfing From To

1/07/09 1/07/09 30/07/09 30/07/09

Magazines Name
NIS Sparta (HERO HONDA)

Published
2008-2009

Publication
NIS SPARTA

Date of Referred From To

15/06/09 30/07/09

70