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ASTUDY
ONCONSUMER BUYING BEHAVIOUR AT TIME TO
PURCHASE HERO HONDA BIKE.
A Report submitted in partial fulfillment of the requirements for the award of the degree of
BACHELO OF BUSINESS ADMINISTRATIONTO
SOUTH GUJARAT UNIVERSITY, SURAT
Submitted By:TARANG P PATIL
T.Y.B.B.A. (SEM-VI) ROLL NO.-23
Under the guidance of MR.HORMAZ.D.PATEL
Submitted To:THE CO-ORDINATOR
THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION
UDHNA (SUART)
March 2007
1
THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OFBUSINESS ADMINISTRATION
CERTIFICATE OF THE FACULTY GUIDE
This is to certify that the project entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. Submitted in partial fulfillment for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJURAT UNIVERSITY, SURAT is a record of bonafide research work carried out by TARANG P PATIL under my supervision and guidance.
Signature Signature
Project Guide Co-Ordinator (Prof .H.D.Patel) (MRS. DAISY S.T)
DECLARATION
2
I , TARANG P PATIL , here by declare that the project report entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. under the guidance of Prof H. D. PATEL submitted in partial fulfillment of the requirement for the award of the degree of Bachelor of business 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 other degree/ diploma/ fellowship or other similar titles or prizes to any other institute or university by any other person.
Place: udhna signatureDate:
TARANG PATIL .P.
ROLL NO. 23
ACKNOWLEDGEMENT
3
INDEX
This is the pleasure movement for me to explicate my energized intelligence. Thanks to Co-Coordinator Prof S.Z. daisy and to my guide prof. H.D.Patel from the Surat people’s co-op. bank college of business administration udhna, Surat. For accommodating advice during the research and help provided by them in preparation of this report. This report is guided by their co-operation and practicable suggestion. This study work could 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 research work. 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.A
Roll No.:-23
4
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 56-58
10 • REFERENCE MATERIAL 59
• BIBLIOGRAPHY 60-61
• APPENDIX 62-66
5
LIST OF TABLE AND GRAPH
No. Name of Tables And Graphs Page No
1 Age wise Classification 332 Occupation wise Classification 343 Income wise Classification 354 Sources of finance 365 Analysis of Preferring Auto Mobile 376 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 4612 Features of Purchasing Bike 48
6
CHAPTER : 1
INTRODUCTION
• INTRODUCTION OF INDUSRY
• HISTORY OF COMPANY
7
INTRODUCTION OF INDUSTERY
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. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable out come.
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 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 wasn’t 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
8
powered by an Otto cycle engine producing about ½ 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 first production 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.
9
History OF COMPANY
Type : Public company
Founded : January 19, 1984
Headquarters : Haryana, Indian
Key People : Brijmohan lall munjal
(Chairman and managing Director)
Industry : Automotive
10
Produce : Motorcycle, Scooters
Hero Honda Motorcycles limited is an Indian manufacturer of motorcycles and scooters. Hero Honda is a joint Venture that began in 1984 between the Hero Group of India and Honda From Japan. It has been the world’s biggest manufacturer of 2-wheeled motorized vehicles since 2001. When it produced 1.3 million motorbikes in a single year. Hero Hondas splendor is the largest selling motorcycle its 2 plants are in Dharuhera and Gurgaon, both in Haryana India. It specializes in dual use motorcycles that are low powered but very fuel efficient.
11
India has the largest number of two wheelers in the world with 41.6 million vehicles. India has a mix of 30 percent automobiles and 70 percent two wheeler in the country. India was the second largest two wheeler manufacturer in the world starting in the1950s with the birth of Automobile products of India (API) that manufactured scooters. API manufactured the lambrettas but, another company, Baja Auto Ltd. Surpassed API and remained through the turn of the century from its association with piaggio of Italy (manufactured of vespa) The license raj that existed between the 1940s and 1980s in India. Did not allow foreign companies to enter the market and imports were tightly controlled. Customers in India were forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj commented that he did not need a marketing department, only a dispatch department. By the year 1990, Bajaj had a waiting list that was twenty-six times its annual output for scooters.
In the mid-1980s, the Indian government regulation changed and permitted foreign companies to enter the Indian market through minority joint ventures. The two wheeler market changed with four indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic Honda. The entry of these foreign companies changed the Indian market dynamics from the supply demand side. With a larger selection of two-wheelers on the Indian market, consumer started to gain influence over the products they bought and raised higher customer expectations. The industry produced more models, styling options, price, and different fuel efficiencies. The foreign companies new technologies helped make the products more reliable and with better quality. Indian companies had to change to keep up with their global.
12
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. 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 month-a feat unparalleled in global automotive history.
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.
Performance vis-à-vis Industry
The Indian two wheeler industries has seen a paradigm shift from being a regime of regulation and tight control in the 1980s to a more liberalized and a competitive present day era. After missing out on the initial boom in two wheeler segment during the period of 1993-1996, Hero Honda has emerged as a world leader. The gap between motorcycles sold by Hero Honda and its closest rival is approximately 1 m units (23% of industry size). One of the reasons for the tremendous performance of Hero Honda is the significant increase of share of motorcycles in the two-wheeler segment, from 42% in FY99 to 77% in FY04. No doubt, that the shift in preference of Indian populace from scooters and mopeds towards
13
motorcycles has facilitated the growth of Hero Honda. However its performance vis-à-vis industry indicates that the performance of Hero 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 in terms of net sales (sales less excise duty value, which was Rs 3171 crores). It is both the leading two wheeler manufacturer and sales operation among Honda's worldwide operations. The Company has maintained excellent relationship with all stakeholders including its collaborators. Hero Honda has emerged as the most successful joint venture Company of Honda in the world, their relationship over 116 years old now.
14
CHAPTER:2
THEORITICAL BACKGROUND
• CONSUMER BUYING BEHAVIOUR
15
CONSUMER BUYING 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.
16
Consumer 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.
Experimental sources : Handling. Examine, using the product.
17
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 to 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.
18
5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of product. The Marketer’s 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 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, 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.
19
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 enviourmenatal influences such as the family social groups, culture, economics and business influences.
20
CHAPTER:3
PROBLEM DEFINATION
• PROBLEM DEFINATION
• OBJECTIVE OF STUDY
• LIMITATIONS OF STUDY
21
PROBLEM DEFINATION
To know the best consumer buying behavior and demand into the minds of consumer of Surat city because always consumer say something and does something. There are many companies manufacturing motorcycles into the market, 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.
SCOPE OF STUDY
The main scope of the study is limited to Surat city.
It also analysis the benefits accruing to the company as a result of those service.
This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.
22
OBJECTIVES OF STUDY
To know market position of Hero Honda bike in the market.
To know consumer behavior for purchase of two wheeler bike.
Limitations of study
When the buyers are busy we can’t get accurate data from them.
According to the time limit of our project we can cover only the some area.
During survey some respondents may not give answer in a proper manner.
23
CHAPTER:-4RESEARCH METHDOLOGY
• INTRODUCTION• RSEARCH DESIGN• SOURCES OF DATA• SAMPLING PLAN• DATA COLLECTION METHOD
RESERCH METHODOLOGY
24
(A)Introduction
Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing action; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the results and communication the findings and their implication.
Research definition: “Research is careful inquiry or examination to discover
new information and relationship and to expand and to verify exiting knowledge,”
Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies.
(B) Research design
25
“Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and 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 of studying 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 and developed hypothesis to test later. An exploratory study is generally based on the secondary data that are reading available. It does not have to change his focus of direction, depending on the availability of new ideas and relationship among variables.
Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex, determining a high degree of scientific skill on the part of the researcher.
Casual research helps in determined cause and effect relationship. Between two or more variables.
The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the
26
drawbacks of the marketing set up of Hero Honda PVT. LTD. So this 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 time from the market and also used first time in the research. We also say that the information is first time in the research decision. To collect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.
b) Secondary data :-
Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the company’s records and other library’s books. When the secondary data are sufficient, the researcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire.
(E) Data Collection Method
27
Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is “Questionnaire” for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre- testing of questionnaire, I seen the reaction of respondents and suggestions required to make change 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 the respondents. 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.
(F) Sampling plan
28
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) sample Site:-
The survey was conducted in SURAT 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 every one in the target population has known chance of being sampled. So the survey is conducted particularly in Surat 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.
Statically Formula for Sample Size is:-
n=p*q (z/e) 2
29
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 of Confidence)
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 of the study n=206.52have taken.
(D)Sampling Method:-
30
A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.
31
1. AGE WISE CLASSIFICTION
Age (in year) No. of respondents Percentage (%)18-20 30 30
32
21-25 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% of respondent in age group of 26-30, 7% and 5% respondent are come in 36-40 and 41&above.
2. OCCUPATION WISE CLASSIFICATION
33
Occupation Wise Classification
0
20
40
60
80
100
Servi
cem
en
Studen
t
Busin
ess
Profe
ssio
n
Other
s
Occupation
No
. of
Res
po
nd
ents
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.
3. INCOME WISE CLASSIFICATION
Occupation No. of respondents Percentage (%)Servicemen 47 47
Student 30 30Business 12 12
Profession 08 08Others 03 03Total 100 100
34
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 income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000-15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level.
4. SOURCES OF FINANCE
Income Level No. of respondents Percentage (%)<= 5000 54 54
5000-10,000 25 2510,000-15,000 11 1115,000-20,000 07 0720,000 Above 03 03
Total 100 100
35
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. ofrespondents
Percentage (%)
(Sources: - Questionnaire—Que.8)
Comment:- Above Graph shows that 55 people purchase Hero Honda Bike For by Loan and 45 people purchase Hero Honda Bike from Cash.
5. ANALYSIS OF PREFERING AUTO MOBILE
36
No. of respondents
Shivani20%
Dhru17%
Siddhi11%
Other52%
(Sources: - Questionnaire – Que.7)
Comment:-
Above Chart shows that out of 100, 52 % respondents prefer other Automobile to purchase bike. 20 % respondents prefer shivani Automobile to purchase bike.
6. FROM WHICH SOURCE YOU PURCHSE BIKE?
Auto Mobiles No. of respondents Percentage (%)Shivani 20 20Dhru 17 17
Siddhi 11 11Other 52 52Total 100 100
37
No. of respondents
News Paper, 12
Friends, 26
Others, 48
T.V.Advertisement, 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 know from the ‘friends’. 14 % & 12 % respondents are come to know from the T.V.Advertisement & news paper.7 AGE V/S USAGE OF COMPANIES MOTORCYCLE
Age (in year)
Hero Honda
Bajaj TVS Yamaha Honda Total
18-20 15 05 03 02 05 3021-25 23 06 03 03 02 37
Sources No. of respondents Percentage (%)News Paper 12 12
T.V.Advertisement 14 14Friends 26 26Others 48 48Total 100 100
38
26-30 09 02 01 03 00 1531-35 02 00 01 01 02 0636-40 01 2 02 01 01 07
41& 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
. Of
Re
spo
nd
en
ts
18-20
21-25
26-30
31-35
36-40
41& above
(Sources: - Questionnaire – personal detail)
Comment: - Above Charts shows that 51 respondents are use Hero Honda Company’s Motorcycle. And 16 respondents are using Bajaj bikes.4. Who is decision maker for purchasing bike in your family?
Sources No. of respondents Percentage (%)Father 46 46Self 42 42
Mother 10 10Others 02 02Total 100 100
39
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 decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.
5. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE PLEASE GIVES THE RANK.
40
Attributes WeightagePrice 426
Less maintenance 358Style 355
Durability 335Mileage 381
Easy Driving 367Brand Reputation 362
Color 406
Weightage 6 5 4 3 2 1Attributes Excellent Very
GoodGood Averag
ePoor Very
PoorTotal Total
scorePrice 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
41
Pick up 382Total 3370
Feature of purchasing Bike
12%
11%
11%
10%
11%11%
11%
12%
11% Price
Less maintenance
Style
Durability
Mileage
Easy Driving
Brand Reputation
Color
Pick up
(Sources: - Questionnaire – personal detail & Que-5)
Comment:-
Above chart show that more no of respondents are give more weightage to the price.
6. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM
Attributes Excellent Very Good
Good Average Poor Total
Available 30 24 18 16 12 100After Service 16 35 24 15 10 100Knowledge Of 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
42
Attribute of show room
3016 20 25
12
2435 21
1829
18 24
2327
20
16 15
2019
17
12 10 16 1122
0
10
20
30
40
50
60
70
80
90
100
Available After Service Knowledge OfSales man
Service Infrastructure
no
of
resp
on
den
ts
Poor
Average
Good
Very Good
Excellent
(Sources: - Questionnaire – personal detail & Que-6)
Comment:-
43
Above chart shows that 30 respondents out of 100 are available who give Weight age on the excellent and second 35 respondents out of 100 are after service who gives Weight age on
the Very Good, 23 respondents are Knowledge of salesman who give Weight age on the good, 27 respondents are service who give Weight age on the good, 29 respondents are Infrastructure who gives Weight age on the Very Good.
9. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.
Attributes Excellent Very Good
Good Average Poor Total
Festival Offer
43 21 12 14 10 100
Exchange Offer
15 31 29 12 13 100
Special Gift 20 19 30 20 11 100Cash Discount
11 21 19 34 15 100
Anniversary Offer
14 13 12 20 41 100
Total 103 105 102 100 90 500
44
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)
45
Comment:-
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
10. RATE THE FOLLOWING FEATURE YOU HAVE PURCHASE HERO HONDA BIKE
Attributes Excellent Very Good
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 100Style 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
46
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 mileage before 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 of 1 %. 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 is most 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 =0.51q =1-p i.e. 0.49
Z calculation = p – q
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_______ _______ √ PQ _______ 100 = 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 be concluded that 40 % of consumer go for other company bike and 60 % go for Hero Honda bike.
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CHAPTER: 7
•FINDINGS
51
Findings
The study shows that 51 respondents are using Hero Honda. The current trend is that respondents give maximum no of point
to price and mileage. 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 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 when Professionals give more weightage to the mileage.
The study shows that 46 respondents are father take a decision to purchase bike And 42 respondents are self take a decision to purchase bike.
The study shows that 30 respondents are give rank to available in 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 the anniversary offer.
The study shows that 45 respondents are purchase Hero Honda bike whose salary is below 5000 income.
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53
SUGGESTIONS
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 more concentrate on the advertisement.
4. Hero Honda Company should implement a new strategy to reduce the competition and lead into the bike market.
5. As people expect more mileage per kilometer, company should increase the mileage of the hero Honda bike.
6. Hero Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes which can run with maximum speeds.
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SWOT Analysis
OFHERO
HONDA
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SWOT AnalysisSWOT Analysis
Strengths
Ability to understand customer’s 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 Central AmericaAmerica
Expansion of target market (include women)Expansion of target market (include women)
Become India’s leader in the scooter marketBecome India’s leader in the scooter market
ThreatsThreats
Honda Motorcycles and Scooters India can takeHonda Motorcycles and Scooters India can take away market share and cause joint venture to go souraway market share and cause joint venture to go sour
Bajaj Motors is a strong competitorBajaj Motors is a strong competitor
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CHAPTRE: 8
REFERENCE MATERIAL
• BIBLOGRAPHY
• APPENDICES
58
59
BIBLIOGRAPHY
Marketing research, G.C.Beri, Third Edition, Tata McGraw Hill 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
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A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE.
1 Do you have own bike?
(a) Yes [ ]. (b) No [ ]
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 [ ]
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6 What features you considers when you purchase bike please give the rank.
attributes excellent Very good
good Average Poor Very poor
priceLess maintenanceStyleDurabilityMileageEasy drivingBrand 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 [ ]
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9 Rate the following schemes that attract you most.
attributes 1 2 3 4 5Special offerExchange offerSpecial giftCash discount
10 Rate the following feature you have purchase hero Honda Bike.
Attribute 1 2 3 4 5MileageAvailablePriceAfter servicePick up
11 give your suggestion.
_________________________________________________________________________________________________________________________________________________________
• CUSTOMER PERSONAL INFORMATION:-
A. Name: - ___________________________________________
B. Address:-___________________________________________
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___________________________________________ ___________________________________________
C. phone no:-__________________________________________
D. Age (in year):- 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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