Professional Documents
Culture Documents
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Buying Decision Process
:onsumer, buyer behavior is a process invoving a series of
reated and seAuentia stages of activities! "he process begins with
the discovery and recognition of an unsatisfied need or ant! It
becomes as drive! :onsumers begin a search for information,
foowed by evauation of aternatives and a purchase decision!
"hen we have a period of post purchase behavior during which the
consumer evauates the purchase and the satisfaction it is or is not
deivering! Let us now describe briefy the five steps in the purchase
decision Crocess!
1) Perceived want or desire
,uying process begins when a person begins to fee that a
certain need or desire has assign and it has to be satisfied, 7eeds
may be ignited by interna stimuus or some e;terna stimuus caed
a sign or cue! "he intensity of want wi indicate the speed with
which a person wi move to fufi the unsatisfied want!
2) Information search
"he person wi have to search for reevant information about
the brand, ocation and the manner of obtaining the product!
:onsumer can tap many sources of information! 4!g! famiy,
friends, neighbors, opinion eaders etc, mar#ets aso provide
88
reevant information through advert sign, deaers, and saes
promotion! 1e have aso mass media i#e newspaper! 5adio,
"eevision etc!
3) Evaluation of alternatives
$vaiabe information can be empoyed to evauate the
aternatives ?Croduct or brands@! "his is the critica stage in the
process of buying, particuary for costy goods! "here are severa
important eements in the process of evauation!
$ product is viewed as a bunde of attributes! "hese attributes
or features are used for evauating aternative brands!
4) Purchase Decision
1hie the consumer is evauating the aternatives, He with
deveop, some i#es and disi#es about the aternative brands! "his
attitude toward brands infuences his insertion to buy, other factors
infuence the intention to purchase areI socia factors such as
attitude of reference group members on whom he reies for fina
seection! (ituationa factors i#e avaiabiity, deaerFs terms and
conditions, faing prices due to recession, oss of *ob or
empoyment etc!
8D
5) Post purchase behavior
&eedbac# information is important as far as the seer is
concerned! $ brand preference naturay repeats saes to a mar#eter!
$ satisfied buyer is a sient advertisement! Is the purchased brand
fais to give the e;pected satisfaction to the buyer, it affects the
saes negativey! $ satisfying e;perience of a buyer tends to
strengthen the brand preference!
80
Factors influencing in buying decision of two wheelers
1) Mileage:
/a*ority of the respondents have considered mieage as a
very significant factor in infuencing the seection of two wheeers!
"he consumer who is assured of Auaity of products, then he oo#s
for minimum operationa e;penses! 4ven increasing price of
petroeum products has made the consumer to prefer the vehices
with e;tra mieage!
2) Price=
"he initia cost of the vehice is another important infuencing
factor in buying decision! "his is especiay important in a
deveoping country i#e India where many peope strugge to ta#e
both ends meet together!
4ven discount offers, cash down payments, bearing the cost
of registration, insurance, etc, by the deaers have aso infuenced
the prospective buyers to ta#e buying decisions of two wheeers
3) Appearance:
It is aso one of the important which infuences in seection of
two wheeers! 4very motorcyce has its own appearance! $
81
motorcyce shoud be so designed that the consumers shoud fee
pride of owning it! "he younger generation is infuenced by this
factor!
4) Technology:
"echnoogy pays a vitas roe in seection of two wheeers!
,ecause it brings sophistication into ife! It gives more and more
comfort features! (o that easy to start, easy to ride, troube free
performance is achieved!
5) Durability:
1hen the customer are paying for the product! $s the two'
wheeer is a ong'term investment! Durabiity of the bi#e is an
important factor which infuences in buying decision
6) Resale value:
$ few respondents have considered resae vaue of the bi#e is
an important factor which infuences in purchasing! It is so because
few owners have the hobby of charging their vehices often! "he
government service and other empoyees have stressed more for this
factor and business group have not!
82
7. Colors:
7ow a dayFs customer desired to have their bi#e with
different coors! ,ut they have e;pressed that they do not have
variety of coors choice! It is aso an important factor in buying
decision because the customers are switch over to other motorcyces
when theyFre desired coors of bi#e is not!
8. Less Repair:
"he two'wheeer is a vehice, which is continuousy used!
4ach and every buyer e;pects troube free performance! (o, it is
aso one of the important infuencing factors whie purchasing a
motorcyce!
9. Quality:
7ow a dayFs buyers are becoming Auaity conscious! "he
two' wheeer is an assemby of various parts!
"he Auaity of each and every part is essentia in maintaining
the overa Auaity of the two'wheeer! (ome of the respondents
have opines that Auaity of the motor cyce is aso one of the
significant factors which infuences in buying decision
83
10. After sales service:
$fter saes service rendered by the deaers is aso one of the
infuences factor whie purchasing a motorcyce! Ceope want to
purchase motorcyce at a showroom where after saes service is
very good and Auic#!
11. Safety driving:
5oad grip and other technoogy of safe riding is a very
important factor infuencing in seection of two wheeers! "he
customer who is assured of Auaity of product, then we oo#s for
convenience of riding even increasing accidents of two wheeers
has resuted consumer to prefer motor cyces which are safe to ride!
12) Credit quality:
1hen ever the deaers offer credit faciity! "hen the
customers are gains to purchase motorcyces! Lower as we as
midde cass peope have stressed this factor as important whie
purchasing a motorcyce!
84
Chapter - 7
FINDINGS, SUGGESTIONS AND CONCLUSION
8-
Findings, Suggestions and Conclusion
$fter anay)ing the responses received from the Hero Honda
/otor :yce users of different brands with care and thoroughness!
"he faowing concusions have been drawn! Impementation of it
may ead to greater satisfaction of the needs and wants of
consumers as we as a arger mar#et share and more profitabe
resut manufacturers!
(ome findings have aso been made for Hero Honda Passion
Pro i#e Hero Honda Cassion, Hero Honda :D ((, Hero Honda
(ee#, Hero Honda C$((I67, Hero Honda ("5B ("D, Hero
Honda ("5, DLS= Hero Honda :,P DI(:, :,P E6LD, D$17=
$/,I"I67 ?D5K/@, $/,I"I67 ?DI(:@, $/,I"I67 ?DI(:
1I"H (4L&@, $/, 13-, 0$5IP/$, Cassion! Hero Honda (treet
.oy etc! $fter studying the consumer behaviour of these
motorcyces as we as the users of other motorcyces!
FINDINGS: (Findings of motor cycles)
(ummaries of the findings drawn are presented beow!
Brand Popularity
83
Hero Honda Cassion and Hero Honda Cassion motorcyces
are the most popuar motor bi#es and respondents are aware of its!
"he other vehices of the same company i#e, Hero Honda (ee# is
awareness when to Hero Honda Cassion are having grater
awareness! 7owadays Cassion is number on 1 in mar#et and its
competitor "N( Nictor and ,o;er have grater demand in mar#et the
other companies aso reai)ing a competitive products in the mar#et!
,ut Hero Honda Cassion is the most popuar motorbi#e
speciay the younger generation!
Factors influencing brand choice
/ost of the respondents are infuenced by the popuarity of
the motorbi#es, advertisements other factors! $mong the popuar
motorbi#es! Hero Honda is the ony bi#e, which has more number
of users who were infuenced by advertisements when compared to
the other va1iabe popuarity!
Influence of information on motorcycle
:ompany image advertisements and f1iends and reatives are
the chief methods of receiving information regarding two wheeers!
It can be concuded that there is a cose reationship between these
three ma*or ' sources of information, $dvertisement and friends and
reatives coud have ed them to try a different motor cyces!
88
Past is users of the reasons for changes
"he chief reason for discontinuing being avaiabiity of better
aternative! Crice is high when compare to other aternative,
interpersona infuence and decine in Auaity of spare parts!
Influence of advertisement
$udio'visua media has the greatest infuence on the
consumer%s awareness and purchase decision of 100 :: motorbi#es!
It is foowed by the printed media has the east impact!
"he findings and concusions drawn after anay)ing the data
coected with reference to Hero Honda Cassion are very popuar
when compare to other 100 :: bi#es, ,ecause Hero Honda Cassion
have own company image!
"he chief product features, which infuence brand choice in
the case of Hero Honda motorbi#es, are Auaity durabiity, mieage,
technoogy and price!
"he main factors, which infuence the bran preference, are
company image among customer! Hero Honda motor imited is best
which is greater popuarity of its vehices!
88
Suggestions
&rom the findings and concusions reached! $fter the carefu
study of the data coected from the survey of consumers of Hero
Honda Cassion the foowing suggestions are put forwarded!
Regarding Hero Honda Passion
/a*orities of consumers are not satisfied with the price! "hus
research shoud be underta#en to reduce the price of the product!
"hen this woud ead to greater popuarity of motorcyces and in
case reduce the price most of "he customers i#e ower eve peope
aso wiing to buy it due to its comfort! $nd it satisfied in a ways
to a eve of user%s providing space for carrying the uggage, some
respondents are want is providing the space for carrying the
uggage!
(afety driving cost are the other factors in the order
preference thus it can been seen that safety driving that is road grip
of the vehice whie riding is considered as very important as
compared to it%s cost!
"he study has reveaed that consumer%s Auaity of
performance and mieage as the most important factors infuencing
the seection of a two'wheeer!
8D
:ompany image ma*ority of the consider the company image
whie purchasing the bi#e is an important as fue economy of the
vehice!
/any of the respondents have indicated that resae vaue of
the vehice is important
(pare parts costs are very high compare to other vehices
spare parts, "he researchers shoud be under ta#en to reduce the
cost of spare parts the utimatey repair cost is ow then this woud
ead to greater purchasing activity of Hero Honda Cassion!
/a*ority of the respondents suggested for the improvement of
fue efficiency of the vehice, Auaity reduction in price and better
after saes service!
(ome of the respondents suggested for the improvement of
shoc# absorb bush of the vehice! ,ecause of shoc# absorb bush
Auaity is not good!
(ome of the respondents suggested for the tan# improvement
of petro tan# durabiity!
"he recent trends shoud be considered whie introducing new
motorcyce in to the mar#et!
D0
"he above given suggestion, to some e;tent provide weath of
information which it made use of coud enabe the manufacturers of
two wheeers to formuate a sound mar#eting strategy to increase
this saes to compete with other two wheeer companies and aso to
increase the pubicity and to get more profitabe resuts!
Conclusion
"he Hero Honda motorbi#es are very popuar in case of above
2-'4- years age group rather than beow and above this age
group!
"he ma*or buyers of Hero Honda Cassion are from upper midde
cass!
"he Hero Honda motorbi#es are very popuar in case of business
cass rather than the government service peope!
4;isting users infuence ma*orities of the buyers!
/ost of the buyers are infuenced by the advertisement and
company image!
/a*ority of buyers give importance to mieage because of the
higher fue cost!
D1
/a*ority of the users are satisfied with these vehices!
&ew users are not satisfied with the after saes service rendered
by authori)ed deaers!
&ew or most of the users are not satisfied by safety driving
In Hero Honda Cassion advertisement the catch word 9"he new
economy #ing< and has acAuire the more number of buyers!
Annexure
Questionnaire
Bibliography
D2
Questionnaire
Dear Respondents,
I am a student of fina year ,,/ studying in Dr! $mbed#ar
:oege, (himoga, $s a part of my study, I have underta#en a pro*ect
report on 9Consumer Attitude Towards Hero Honda Passion Pro - a
case study of 9Karthik Motors, (himoga!
I woud be gratefu if you coud spare a few moments to fi this
Auestionnaire and give me some of your vauabe suggestions, Tthe
information that is given by you wi be used ony for academic purpose!
"han#ing you,
Oours faithfuy
$rshad $hamed
1! 7ame =
2! $ddress= UUUUUUUUUUUUUUUUUUU
UUUUUUUUUUUUUUUUUUU
3! $ge group
a! ,eow 2-years V W c! 30 to 3-years V W
b! 2- to 30 years V W d! 3-years and above V W
4! 4ducationa Auaification!
a! Kp to ((L: V W c! Eraduation V W
b! C!K!: V W d! Cost Eraduation V W
e! $ny other ?specify@'''''''''''''''
D3
- 6ccupation
a! Eovt empoyee V W c! $gricuture V W
b! Crivate empoyee V W d! ,usiness V W
e! $ny other ?specify@ UUUUUUUUUUUUUUUUUUU
3! /onthy income!
a! ,eow 5s!-000 V W c! 5s!10000 to 5s! 1-000 V W
b! 5s!-000 to 10000 V W d! 5s!1-000 and above V W
8! Do you own a bi#e2
Oes V W 7o V W
8! If yes, name the brand!
a! Hero Honda V W c! "N( (u)u#i V W
b! ,a*a* V W d! 5oya 4nfied V W
e! $ny other ?specify@ V W
D! Oear of purchaseUUUUUUUUUUUUU
10! Do you ride bi#e2
a! 5eguary V W b! 6ccasionay V W
11! Oou need two'wheeer because of
a! 7ecessary V W c! Crestige V W
b! (tye V W d! $ny other specify V W
D4
12! How do you come to #now about the vehice2
a! $dvertisement V W d! :ompany image V W
b! &riends and reatives V W e! Cubicity V W
c! 6bservation V W f! any other'''''''''''''
13! If you have come to #now through advertisement pease name of the
media!
a! 7ews paper V W c! ratio V W
b! /aga)ines V W d! "eevision V W
14! $re you satisfied with the advertisement of your motorcyce!
Oes V W 7o V W
1-! 1hich factors do you consider whie purchasing the motorcyce2
?Cease ran# them in order of your preference@
1! /ieage V W 8! Less repair V W
2! Crice V W D! :redit faciity V W
3! $ppearance V W 10! Cower Bpic#up V W
4! "echnoogy V W 12! 4asy to ride V W
3! :oors V W 13!$fter saes service V W
8! Xuantity V W 14! &ee proud to own if V W
13! 1hat faciity do you e;pect from your deaer2
a! $fter saes service V W d! Instament chec#ing V W
b! Ceriodic chec#ing V W e! Euarantee V W
c! $ny other ?pease mention@ '''''''''''''''
D-
18! $re you satisfied with your deaerFs service2
Oes V W 7o V W
If no, why2 '''''''''''''''
18! 1hat is your opinion about the Hero Honda motorcyce!
a! High V W
b! 5easonabe V W
c! Low V W
1D! 1hat is your opinion about Cassion Cro performance2 5espect the
foowing2
4;ceent Eood &air ,ad
/ieage
Crice
/aintenance
Durabiity
Design and outoo#
$fter saes service
:onvenience and safety
Cerformance
20! Oour suggestions= UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
"han# you,
Cace= (ignature
Date=
D3
BIBLIOGRAPHY
Textbooks
/ar#eting /anagement! ' Chiip #oter
Crincipes of /ar#eting! ' Chiip 0oter
:onsumer ,ehavior! ' (*ua!5!7air
Newspaper
4conomics "imes
"he "imes of India
Web Site
www!herohonda!com
www!autoindia!com
www!googe!com!
D8