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 Busines s Administration of Tilak Maharashtra University, Pune. Submitted By: OWESH R. DABAWALA (Batch 2008-10) PRN: 07208013444 Of PAI Internat ional Centre for Management Excellence, Pune411001 Tilak Maharashtra University Gultekdi, Pune 411037 1

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 N avsari is a bonafide work carried Out by Mr. Owesh R. Dabawala a candidate for th e award of Master of Business Administration of Tilak Maharastra University, Pun e 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 o nly factor to achieve the desired goal. Those must be supplemented by the guidan ce assistance and cooperation of experts to make it success. I am extremely grat eful to my institute for providing me the opportunity to undertake this research project in the prestigious field. With profound pleasure, I extend my extreme s incere sense of gratitude and indebtedness to Mr. Kadar Memon and Mr. Razak Memo n (Founder of Supreme Auto) for extensive and valuable guidance that was always available to me ungrudgingly and instantly, which help me complete my project wi thout difficulty. I express my deep and sincere gratitude to Mr. Nitin Patel (Sa les 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 pro ject guide Prof.Roshan Kazi (HOD OF MBA) without whose sincere gratitude this pr oject 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 3

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 Dat a collection methods/sources Sampling plan 9-22 23-29 30-34 6 7 8 Data Analysis and Interpretation Findings Limitations Appendix Questionnaire For m or any from the company Bibliography 35-50 51-53 54-55 56 57-60 61 62 4

Chapter: I Rationale for The Study 5

Two Wheeler Auto Mobile's 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 thrill s, new adventures and new modes of transportation, the invention refinement of t he 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 whe els 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 wasn`t until 1869 iven bicycles. These ts or as in the case attached to a crank that the first serious attempts were made to produce motor dr very first were powered by steam, and driven by leather bel of the roper steam velocipede of 1869 by a system of levers on the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycl e 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 Da imler it was powered by an Otto cycle engine 6

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 c ame with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed o f 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 wheeler's 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-w heeler 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 th e years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologi es and innovative features to capture a major pie of the Indian market and it`s th e consumer who is benefited from it.. With the availability of reduced consumer loans and high disposable income the I ndian 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 wo rld 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 eas y to navigate through the traffic. 7

Moreover, the people have started preferring bikes instead of scooters and moped s 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 b ike manufacturer in the world, Hero Honda is in close competition with the India n manufacturer Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90`s wit h the invention of 4 stroke engine which makes the bikes more fuel efficient. Fu rther companies are trying to bring in more innovations to make the motorcycle r ide more comfortable, safe and user friendly and economical. In a nut shell the followings factors can be distinguished for the growth of mot orcycle 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 comm uting as compared to the public transport system. Continuous innovations in tech nology making the bikes economic and fuel-efficient. The first choice among yout hs 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 behavio r & 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 i ts products. There were some limitations while doing the project. The data was c ollected by personal interviews of the respondents. It was very challenging to f ill 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 quest ionnaires. . This study will help Hero Honda to know the most popular way by whi ch 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 compl aints regarding after sales service and staff of Hero Honda. It was found that H ero Honda Motorcycle is having a good brand image in the market. Most of the res pondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. The present is the era of customers. Customers are more knowledgeab le than ever before and because the customer is more knowledgeable, companies mu st be faster, more agile and more creative than few years ago. So companies shou ld strive to enhance customer satisfaction through knowing their expectations re garding products. Hero Honda should improve on their after sales support, and ha ve knowledgeable support staff. Also Hero Honda should increase the range of its targeted market. 9

Chapter II Objective of The Study 10

Title of the Project In today`s 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. T hat`s 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 in to the minds of customer of Chikhli because always customers say something and d oes something. At the same time as there are many companies manufacturing motorc ycles, idea about thinking of customer on whether, what, how, and for whom to pu rchase the motorcycle. Therefore, research is required to measure present consumer buying behavior at t he purchase of Hero Honda bike. so the researcher problem is to identify what ar e 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 behav ior for purchase of two wheeler bike. To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealers wit h reference to age, gender, income To know which medium play important role for purchasing bike. To study who is th e decision make in purchasing bike?. or not? Identifying possible areas of Impro vement. To know the status of different offers. To study whether customers are s atisfied 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 Naka gawa, Joint Managing Director Mr. Pawan Munjal, Managing Director Automotive Mot orcycles, 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 Fu kuda Mr. Om Prakash Munjal Mr. Sunil Kant Munjal Mr. Masahiro Takedagawa Designation Chairman & Whole-time Director Managing Director & CEO Joint Managing Director T echnical Director Non-executive Director Non-executive Director Non-executive Di rector 15

8 Mr. Santoshi Matsuzawa (Alternate Director to Mr.Takashi Nagai) Non-executive Director 9 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 Indias Hero Group and Honda Motor Company, Japan has not only created the worlds 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 wa s possible to drive a vehicle without polluting the roads. The company introduce d new generation motorcycles that set industry benchmarks for fuel thrift and lo w 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 almo st 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, e very second motorcycle sold in the country is a Hero Honda. Every 30 seconds, so meone in India buys Hero Hondas top -selling motorcycle Splendor. This festive season, the company sold half a million two wheelers in a single montha feat unpa ralleled in global automotive history. Hero Honda bikes currently roll out from its three globally benchmarked manufact uring 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 ou t 4.4 million units per year. Hero Hondas extensive sales and service network now spans over 3000 customer to uch points. These comprise a mix of dealerships, service and spare points, spare parts stockiest and authorized representatives of dealers located across differ ent geographies. Hero Honda values its relationship with customers. Its unique CRM initiative - H ero Honda Passport Program, one of the largest programs of this kind in the worl d, has over 3 million members on its roster. The program has not only helped Her o Honda understand its customers and deliver value at different price points, bu t has also created a loyal community of brand ambassadors. Having reached an unassailable pole position in the Indian two wheeler market, H ero Honda is constantly working towards consolidating its position in the market place. The company believes that changing demographic profile of India, increas ing 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 Brijm ohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pio neered Indias motorcycle industry, and its our responsibility now to take the industry to the next level. Well do all it takes to reach there. Mission: Her o Honda`s mission is to strive for synergy between technology, systems and human r esources, to produce products and services that meet the quality, performance an d price aspirations of its customers. At the same time maintain the highest stan dards of ethics and social responsibilities. This mission is what drives Hero Honda to new heights in excellence and helps th e 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 B ike 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 Gen eration nayi bharosha wahi Simply Magnetic Engine Capacity 97.2cc 97.2cc 102cc 9 7.2cc 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 Alw ays 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 jo urney with Hero Honda Company on 20th March, 2000 as starting workshop service s tation of HHML at Chikhli dist:Navsari. After achieving some milestone in the co mpany 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 tr ust 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, buil ding transparency in all our dealings. MISSION Understanding the needs of customers and offering them superior products and ser vice Building long lasting relationships with their customers & HHML. Providing an enabling environment to foster growth and learning for their employees DEALER'S 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 24

WORKSHOPHELPLINE:9909133100 SOMNATH ROAD , BILLIMORA ARD REHBAR AUTO PH:284100 H ELPLINENO.:9428383100 DESRA TEKRI, KHERGAM ARD RIDDHI AUTO PH:220233 RANKUWA ARD SPEED AUTO PH:247866 DEALER'S ORGANIZATION STRUCTURE 25

SUPREME AUTO'S STRUCTURE DEALERS' TIE UP Supreme Auto provides facilities of finance & insurance to the customer at a tim e. 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 custome rs 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 a ny services. It shows the relation between entities. Dealer Market Share (Secondary data collection from RTO and data is related to Chikhli city) 28

Chapter IV Review of Literature 29

CUSTOMER BEHVIOUR The main aim of marketing is meet and satisfy target customers need and wants bu yer behavior refers to the peoples or organization conduct activities and togeth er with the impact of various influence on them towards making decision on purch ase of product and service in a market. The field of consumer behavior studies h ow individuals, groups and organization select, buy, use and dispse of goods, se rvice, ideas, or experience to satisfy their needs and desires understanding con sumer 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 be ing 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 ar e responding to influences that change their mind at the last minute. A buyer ma kes take a decision whether save or spend the money. Definition of Buyer Behavior:Buyer behavior is all psychological, Social and phys ical behaviors of potential customers as they become aware of evaluate, purchase , consume and tell others about product & service. 30

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. Mark eters need to identify the circumstances that trigger a particular need. By gath ering information from a number of consumers, Marketers can identify the most fr equent stimuli that spark an interest in a product category. They can then devel op marketing strategies that trigger consumer interest. 2. Information Search:The consumer tries to collect information regarding various products/service. Th rough gathering information, the consumer learns about completing brands and the ir 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 inf ormation 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 s ituations. There is several First, the consumer processes, some basic concepts a re: 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 deci sion. 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 decisio ns 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 be havior, but the choice is properly consumers. In the evaluation stage the consum er forms preferences among the brands in the choice set. The consumer may also f orm an intention to but the most preferred brand. 32

5. Post Purchase Behavior:After purchase the product, the consumer will experien ce the same level of product. The Marketer`s job not end when the product is buyin g must monitor post-purchase satisfaction, post-purchase action, post-purchase u se and disposal Post Purchase Satisfaction:The customer, satisfaction is a function Of closeness between the buyer, expectation and the products Perceiver performance. The larg er the gap between expectation and performance, the g greater the consumer dissatisfaction. Post purchase Action:The Consumer, S satisfaction or dissatisfaction with the pr oduct influence subsequent behavior. If the consumer satisfied, he or she will e xhibit a higher probability of purchasing the product again. Dissatisfaction con sumer may abandon and return the product. Post-Purchase Use or Disposal:The marketer should also monitor new buyers use an d dispose of the product. If the consumer store the product in a close, the prod uct is probably not very satisfying. If the consumer throws the product away, th e marketer needs to know how they dispose of it; especially it can be hurt the e nvironment. 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 g et 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 b rands. (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 intern al factor, such as need , motives, perception, and attitudes, as well as by exte rnal of environmental influences such as the family social groups, culture, econ omics 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 towa rds its objectives. It helps to collect, measure and analysis of data. The prese nt study seeks to find out the consumers attitude towards buying of bike. The st udy also aims at findings out the drawbacks of the marketing set up of Hero Hond a. So this makes the study a descriptive one. Type of Research The study undertaken is of Descriptive Research Nature of Research The study is quantitative in nature. It is structured, standardized, question base d interview. Types of Question The types of question asked during the study are Straight forward and limited pro bing . Total number of questions: 12 Total number of close ended questions: 10 Tot al number of open ended questions: 2 37 in nature.

Sources of Data Secondary Source In this study the secondary data is collected from the following sources. 1. Company`s 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 t he 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. 38

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 ar e 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 conduc ted 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 ques tion presented to respondents. The questionnaire is structured & combinations of various close and open ended questions. Close ended question already have the p ossible answers and the open ended question allow the respondents to answer in t heir own word. 40

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% respon dent are come in 3640 and 41&above. 42

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 Tot al 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, Sec ond 25% of respondents are of 5000-10,000 income level. 11% of respondents are o f 10,00015,000, 7% of respondents are of 15,000-20,000 and remain 3% of responde nts 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 T otal 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 t o know from the T.V.Advertisement & news paper. 6. View of customers about Advertisements create more awareness of Showroom: Data: Response Yes No Can`t 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 3 1-35 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 Company`s Motorcycle. And 16 respondents are using Bajaj bikes. 49

8. Who is decision maker for purchasing bike in your family? Data: Sources Fathe r 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 b ike. And 42 % respondents are take decision by self for purchasing bike. 50

9. RATING OF HERO HONDA MOTORCYLE FEATURES Data: Weight age Attributes Price Less maintenanc e Style Durability Mileage Easy Driv ing Brand Reputation Color Pick up Total 6 Excellent 30 18 5 Very Good 20 11 4 G oo 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 51

Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Re putation 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 pri ce and color. 52

10. RATING OF SHOW ROOM ATTRIBUTES Data: Attributes Availability After Sales reponse Knowledge Of Sales man Service Infra structure 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 sale s 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 giv e weight age on Infrastructure is Very Good. 54

11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST. Attributes Festival Offer Exchange Offer Special Gift Cash Discount Anniversary Offer Total Data: Excellen t Very Good 43 21 15 20 11 14 103 31 19 21 13 105 Good 12 29 30 19 12 102 Averag e 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 0 20 40 60 80 100 55

Interpretation: Above graph shows that in festival offer 43 respondents out of 100 are give a ex cellent, then in exchange offer 31 respondents out of 100 are give a very good r ank, in special gift 30 respondents are give a good rank, in cash discount 34 re spondents are give a average rank 56

12. RANKING OF ATTRIBUTES PURCHASING HERO HONDA BIKE Data: Attributes Mileage Av ailable 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 require ment and pickup attributes. 57

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 m ore 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 H ero 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 f riends about Hero Honda bike. The study shows that 55 respondents are purchase He ro Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. T he study shows that 31 respondents are give more points to mileage. The study sh ows that 46 respondents` father take a decision to purchase bike And 42 respondent s 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 ser vice. The study shows that 43 respondents are giving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer. 59

SUGGESTIONS Hero Honda should introduce a low price (25000 to 30000) moped. For the promotio n, company makes road-show that will Increase the sales. Hero Honda should incre ase in advertisements through t.v., newspapers. The company should give more con centrate 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. 60

Chapter VIII Limitations 61

Research work was carried out in Chikhli city of Gujarat only the finding may no t 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. 62

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:Agr iculture Students Others G. monthly income:5000 10,000-15,000 20,000 Above ( ) ( ) ( ) 5000-10,000 15,000-20,000 ( ) ( ) ( ) ( ) ( ) Businessman ( ) Professiona l ( ) 21 to 25 31 to 35 41 & above ( ) ( ) ( ) 64

A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE. 1 Do you have own bike? ( ). (B) No ( ) (A) Yes 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 (B) Friends ( ) ( ) (C) TV advertisement ( ) (D) others ( ) 4 Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Can`t Say 5 Who is decision maker for purchasing bike in your family? (A) Father (B) Self ( ) ( ) (B) Mother (D) other ( ) ( ) 6 How do you purchase bike? ( ) (B) By Loan ( ) (A) By cash 65

7 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 re putation 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 Se rvices infrastructure 9 Give rating the following offers that attract you most. Average Poor Attributes Excellent Very Good Good Festival offer Exchange offer Special gift C ash discount 66

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.___________________ 67

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