A FUNCTIONAL RESEARCH PROJECT REPORT

ON
“Study on Consumer Buying Behaviour & Satisfaction Level for Hero
Honda Motorcycle”

SUBMITTED BY
TAHSIN RAJA Roll No.-MBA/35/09

SUBMITTED IN PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION PROGRAMME

Under the esteemed guidance of

Asst.Prof. Mr.Randip sir

Of

ICL INSTITUTE OF MANAGEMENT &TECHNOLOGY

(Affiliation:-Kurukshetra University, Kurukshetra)

 ACKNOWLEDGEMENT

Any work will not be completed successfully and exquisitively without

the help of others. Hence the joy and satisfaction of completion of the work
would be incomplete without dedicating the heartfelt gratitude to those who
joined their hands.

First & foremost, I wish to express my deepest sense of gratitude to my

Internal Project Guide Prof. Randip sir, for guiding me through this project
work, by timely suggestions in carrying out the project and shaping up the same.

I render my heartfelt gratitude to ms Neeru Singhal, Head of

Department, Dept. of Management, ICL for giving me this opportunity to do so
this functional Research project.

Tahsin Raja

MBA/35/13
 CONTENTS

Chapter No. Subject Page No.

I Rationale of study 1

II Objective of study 4-6

Titles of the project

Objective of the study

Scope of the study

III Profile of company 7-17

IV Review of literature 18-23

V Research methodology 24-28

Research design

Data collection
method/sources
Sampling plan

VI Data analysis and 29-49

interpretation
VI Finding 50-51

VII Limitations 52-53

Appendix 54

Questionnaire 55-59

Bibliography & Websites 60

CHAPTER – I

Rational For The Study

 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 thrills, new adventures
and new modes of transportation, the invention refinement of the motorcycle
seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as
early 14th century. And his drawing shows a remarkable resemblance to he modern day bike.
It had wheels of similar size and even pedals and chain. Albeit made without any apparent
means of steering. Through never built, it was a remarkably clever design, and early bicycle
makers would have done well to study his concepts, there have, in fact been 4 machines built
based on his drawing, attesting to the viability of his design. It 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 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
produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing
2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production

motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster
engine that was a French copy of the Metz Company, in Waltham, mass.
 Introduction of India Two 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-wheeler market has seen
a significant growth over the years. Now owing a bike has become a must for most Indians.
Even if people own a car they prefer to have a bike as it is very economical and fuel efficient.

With the growth in the economy the demand for two wheelers is increasing over the years. It
is one of the most dynamic industries today and with the increasing competition companies
are bringing in new products with sophisticated technologies and innovative features to
capture a major pie of the Indian market and it‘s the consumer who is benefited from it..
With the availability of reduced consumer loans and high disposable income the Indian two-
wheeler industry has perceived an exceptional growth over the past few years thereby making
India the second largest market for two wheelers in the world only after China. The
motorcycle has now become one most popular mode of transportation among the Indian
middle class families because of it is cost effective, economical and easy to navigate through
the traffic.

Moreover, the people have started preferring bikes instead of scooters and mopeds
and today bikes form a major part of the Indian two wheelers. Indian companies are one of
the largest two wheeler manufacturers in the world. The number one bike manufacturer in
the world, Hero Honda is in close competition with the Indian manufacturer
Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90‘s
with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further
companies are trying to bring in more innovations to make the motorcycle ride more
comfortable, safe and user friendly and economical. In a nut shell the followings
factors can be distinguished for the growth of motorcycle industry in India:

 Easy accessibility to cheap consumer loans

 The increase in the average income of the family.
 The reduction in duties and taxes.
 Convenience with regards to commuting as compared to the public transport system.

 Continuous innovations in technology making the bikes economic and fuel-efficient.

 The first choice among youths and teenagers.
 Introduction of Study

Selling of any product, there is needed to build relationship with customer. For building
relationship there is need for knowing the customer behaviour and how will be they satisfied?
This project is undertaken to know the customer behaviour & satisfaction
level for Hero Honda Motorcycle in Supreme Auto (at Ranchi) Also through this project
get awareness that which factors affect on the selling of bike mainly in the rural area.
Because the area where project was undergoing, it is almost rural area and most population
income depends on agriculture or its products. There were some limitations while doing the
project. The data was collected by personal interviews of the respondents.

It was very challenging to fill up the questionnaire as most of the population comes from
rural back ground. As it was the rural area we were supposed to explain each and every
question of the questionnaire. Also many of them did not show any interest in filling
questionnaires. This study will help Hero Honda to know the most popular way by which
they are providing services and quality to the customers and to know various customers
Perceptions. From the study, we found that, the customers were highly satisfied with the
products and service of Hero Honda, but there were some complaints regarding after sales
service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good
brand image in the market. Most of the respondents considered Hero Honda showroom is one
of the best places to purchase of Motorcycle. The present is the era of customers. Customers
are more knowledgeable than ever before and because the customer is more knowledgeable,
companies must be faster, more agile and more creative than few years ago. So companies
should strive to enhance customer satisfaction through knowing their
expectations regarding products. Hero Honda should improve on their after sales support, and
have knowledgeable support staff. Also Hero Honda should increase the range of its targeted
market.
CHAPTER – II

Objective Of The Study

 Title of the Project

In today‘s world customer is the key of the success of any business. So, Customer behaviour

and its satisfaction level play very key role to sale of the product. That‘s why we decide to

keep the project title related this key factor called --Study on consumer buying behaviour and

satisfaction level for Hero Honda Motorcycle with reference to Ranchi in Jharkhand”.

Main purpose of the study was to know the customer buying behaviour and demand into the

minds of customer of Ranchi because always customers say something and does something.

At the same time as there are many companies manufacturing motorcycles, idea about

thinking of customer on whether, what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying behaviour at the

purchase of Hero Honda bike. So the researcher problem is to identify what are the criteria

that prospective customer takes into consideration before buying the motorcycles.

Also after purchasing are customers being satisfied or not?

 Objective of the Study

 To know market position of Hero Honda bike in the market.

 To know consumer behaviour for purchase of two wheeler bike.

 To identify the factor which influences on consumer decision?

 To classify which types of customers visiting of Dealers with reference to age,

gender, income

 To know which medium play important role for purchasing bike.

 To study who is the decision make in purchasing bike?.

 To study whether customers are satisfied with staff and service or not?

 Identifying possible areas of Improvement.

 To know the status of different offers.

SCOPE OF STUDY

 The main scope of the study is restricted to Ranchi city in Jharkhand.

 This study has been made to find the level of satisfaction the customer

has regarding the service provider by bike place at Ranchi city.

CHAPTER – III

Profile Of The Company

 HERO HOND PROFILE

Logo

Founded January 19,1984 in Gurugaon,Haryana,india

Hadequaters Haryana,india
 HERO HONDA HEADQUARTERS

Om Prakash Munjal, Founder

Mr. Brijmohan Lall Munjal, Chairman

Key people Mr. Toshiaki Nakagawa, Joint Managing

Director

Mr. Pawan Munjal, Managing Director

Industry Automotive
Product
Motorcycles, Scooters

Revenue
U$ 2.8 billion

Website http://www.herohonda.com/site/home/home.asp
 Board Of Director

1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director

2 Mr. Pawan Munjal Managing Director & CEO

3 Mr. Toshiaki Nakagawa Joint Managing Director

4 4 Mr. Sumihisa Fukuda Technical Director

5 Mr. Om Prakash Munjal Non-executive Director

6 Mr. Sunil Kant Munjal Non-executive Director

7 7 Mr. Masahiro Takedagawa Non-executive Director

8 Mr. Santoshi Matsuzawa (Alternate Non-executive Director

Director to Mr.Takashi Nagai)

9 Mr. Pradeep Dinodia Non-executive & Independent Director

Non-executive & Independent Director

10 Gen.(Retd.) Ved Prakash Malik

Non-executive & Independent Director

11 Mr. Analjit Singh

12 Dr. Pritam Singh Non-executive & Independent Director

13 Ms. Shobhana Bhartia Non-executive & Independent Director

14 Mr. Meleveetil Damodaran Non-executive & Independent Director

15 . Mr. Arun Nath Maira Non-executive & Independent Director

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

During the 80s, Hero Honda became the first company in India to prove that it was possible to
drive a vehicle without polluting the roads. The company introduced new
generation motorcycles that set industry benchmarks for fuel thrift and low emission. A
legendary 'Fill it - Shut it - Forget it' campaigncaptured the imagination of commuters across
India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many
as the number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and
today, every second motorcycle sold in the country is a Hero Honda. Every 30
seconds, someone in India buys Hero Honda's top -selling motorcycle – Splendor. This
festive season, the company sold half a million two wheelers in a single month—a feat
unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing
facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of
the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year.
These plants together are capable of producing out 4.4 million units per year.
Hero Honda's extensive sales and service network now spans over 3000 customer touch points.
These comprise a mix of dealerships, service and spare points, spare parts stockiest and
authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda
Passport Program, one of the largest programs of this kind in the world, has over 3 million
members on itsroster. The program has not only helped Hero Honda understand its customers
and deliver value at different price points, but has also created a loyal community of brand
ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is
constantly working towards consolidating its position in the market place. The company
believes that changing demographic profile of India, increasing urbanization and the
empowerment of rural India will add millions of new families to the economic mainstream.
This would provide the growth ballast that would sustain Hero Honda in the years to come. As
Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We
pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the
next level. We'll do all it takes to reach there.''

Mission: Hero Honda‘s mission is to strive for synergy between technology, systems and
human resources, to produce products and services that meet the quality, performance and
price aspirations of its customers. At the same time maintain the highest standards of ethics
and social responsibilities

.This mission is what drives Hero Honda to new heights in excellence and helps the
organization forge a unique and mutually beneficial relationship with all its stake holders.
 Product of hero Honda

Category Product name Slogan Engine Capacity

Entry CD Dawan Dawn 97.2 cc

CD Deluxe Naye Indian ki nayi Deluxe 97.2 cc

Bike

Pleasure Why should boys have all the 102 cc

fun?
Deluxe Splender+ Designed to excel 97.2 cc

Splender NXG The new Xitiing ride 97.2 cc

Passion Pro Ride your passion flaunt your 97.2 cc

style unlimited”
Passion Plus A whole new world of style 97.2 cc
Super Splendor Generation nayi bharosha wahi 124.7 cc
Glamour Simply Magnetic 124.7 cc

Glamour PMG Because magnetic 124.8 cc

FI

Premium Achiver Solid like you 149.8 cc

CBZ Extreme Live Extreme 149.1 cc

Hunk Because Muscles Matter 149.2 cc
Karizma Always Game 223 cc
 Dealer Profile
Mr Hemant Jain is the founder of Auto Bikes which is the oldest authorised dealer of Hero
Honda Motorcycles Ltd in Ranchi city. It is situated in the heart of the city main road.

Value of Supreme Auto:

 Trust
 Satisfaction
 Passion

VISION
To make Supreme Auto the dominant for best service provider & dealer built
on trust by all class people. This we hope to achieve by:

 Understanding the needs of customers and offering them superior products and
service
 Leveraging technology to service customers quickly, efficiently and conveniently
 Providing an enabling environment to foster growth and learning for our employees
 And above all, building transparency in all our dealings.

MISSION

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

AUTO BIKES’S STRUCTURE

DEALERS’ TIE UP
Auto Bikes provides facilities of finance & insurance to the customer
at a time. So customers does not need to go anywhere for loan &
insurance

Finance Tie up
 HDFC
 ICICI Bank

Both finance providers are belonging good reputation in the market.

Also customers are free to get finance from any finance company.

Insurance Tie up
 ICICI LOMBARD
 United India Insurance

Both insurance players have good image about customer oriented.

Achievements
 During 2008 & 2010 it got award for best service provider of all
over the india.
CHAPTER-IV

Review Of Literature
CUSTOMER BEHVIOUR

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

Definition of Buyer Behavior:-

Buyer behavior is --all psychological, social and physical behaviors of potential

customers as they become aware of evaluate, purchase, consume and tell others
about product & service.

Customer buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-

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

The consumer tries to collect information regarding various products/service.

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

Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts
are: First, the consumer is trying to satisfy need. Second, the consumer is
looking for certain benefits from the product solutions. The marketer must
know which criteria the consumer will use in the purchase decision.
4. Choice of purchasing decision:-

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

Which types of bike he must buy?

From whom do you buy a bike?

How the payment to be made? And so on.

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

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 customer, satisfaction is a function Of closeness between the buyer,

expectation and the products Perceiver performance. The larger the gap
between expectation and performance, the 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.

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 behaviours 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 behaviours in the market place is affected by

internal factor, such as need , motives, perception, and attitudes, as well as by
external of environmental influences such as the family social groups, culture,
economics and business influences.
Stimulus - Response model for buyer behaviour

Marketing
Buyer Response
Stimulus

Product Product Choice

Buyer Brand choice
Price
characteristics
Place Retail choice

Promotion Dealer choice

Buyer
Other Stimulus Purchases Timing
decision
making process Purchases
Economic
Amount
Political
Purchase
Social Frequency

Technological
CHAPTER-V

Research Methodology
 Research design

A research design is the detailed blue print used to guide a research study
towards its objectives. It helps to collect, measure and analysis of data.

The present study seeks to find out the consumers attitude towards buying of
bike. The study also aims at findings out the drawbacks of the marketing set up
of Hero Honda. So this makes the

study a descriptive one.

Type of Research

The study undertaken is of --Descriptive Research| in nature.

Nature of Research

The study is --quantitative| in nature.

It is structured, standardized, question based interview.

Types of Question

The types of question asked during the study are --Straight forward and limited
probing|.

Total number of questions: 12

Total number of close ended questions: 10

Total number of open ended questions: 2

 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 the customers of Supreme Auto.

Primary Data of Collection

Research Technique

In this study the --survey method| is used as a research technique. This method
helps to obtain right information from respondents.

Contact Method

In this study --Personal Exit interview| it is taken as a tool for the contact
method. In which the personal interview is conducted with customers of
Westside.
 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 Ranchi city.

(B)Sampling Unit:-

It means --Who is to be surveyed|. Here target population is decided and

it is who are interested to purchase --Bike| and sampling frame is
developed so that everyone in the target population has known chance
of being sampled. So the survey is conducted particularly in Ranchi
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 behaviour 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 Ranchi city.

(F) Sample Duration

The sample duration between Jan 2011 and Feb 2011

(G) Sampling Procedure

The sampling procedure followed is convenience.

Research Instrument

In this study the research instrument is --Questionnaire|. It consists of set of

question presented to respondents.

The questionnaire is structured & combinations of various close and open

ended questions. Close ended question already have the possible answers and
the open ended question allow the espondents to answer in their own word.
CHAPTER-VI

Data Analysis and Interpretation

1.AGE WISE CLASSIFICATION
Data:

Age (in year) No. Of respondents Percentage (%)

18-20 30 30

21-25 37 37

26-30 15 15

31-35 06 06

36-40 07 07

41 & above 05 05

Total 100 100

Analysis:

Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age
group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come
in 36- 40 and 41&above.
2.0CCUPATION WISE CLASSIFICATION
Data;

Occupation No. Of respondent Percentage (%0

Agriculture 47 47

Student 30 30

Business 12 12

Serviceman 08 08

Other 03 03

Total 100 100

Analysia;
Interpretation

Above chart show s that 47 respondent are belonging Agriculture occupation

out of 100 and 30 are the student.12 respondents are businessman.

3. INCOME WISE CLASSIFICATION:

Data:

Income Level No. Of respondents Percentage (%)

<= 5000 54 54

5000-10,000 25 25

10,000-15,000 11 11

15,000-20,000 07 07

20,000 Above 03 03

Total 100 100

Analysis:

Interpretation:

Above graph shows that 54% of respondents are income in <=5000

income level, Second 25% of respondents are of 5000-10,000 income
level. 11% of respondents are of 10,000- 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
Data:

Sources of By cash By loan Total

Finance

Agriculture 31 16 47

Student 11 17 30

Business 10 2 12

Profession 3 5 8

Others 1 2 3

Total 46 54 100

Analysis:
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 No. of respondents Percentage (%)

News Paper 12 12

T.V.Advertisement 14 14

Friends 26 26

Others 48 48

Total 100 100

Analysis:
Interpretation:

Above graph shows that 48 % respondents are come to know from the =other‘.
Then 26 % respondents are come to know from the =friends‘. 14 % & 12 %
respondents are come to know from the T.V.Advertisement & news paper.

6. View of customers about “Advertisements create more awareness of

Showroom”:
Data:

Response No. of respondents Percentage (%)

Yes 65 65

No 15 15

Can‘t Say 10 10
Analysis:

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 Hero Bajaj TVS Yamaha Honda Total

year) Honda
18-20 15 05 02 02 30 30

21-25 23 06 03 03 37 37

26-30 09 02 03 03 15 15

31-35 02 00 01 01 06 06

36-40 01 02 01 01 07 07

41& 01 01 02 02 05 05

Above 51 16 10 12 11 100
Total
Analysis:

Interpretation:

Above Charts shows that 51 respondents are using Hero Honda Company‘s
Motorcycle. And 16 respondents are using Bajaj bikes.
8. Who is decision maker for purchasing bike in your family?
Data:

Sources No. of respondents Percentage (%)

Father 46 46

Self 42 42

Mother 10 10

Others 02 02

Total 100 100

Analysis

Interpretation:

Above Graph shows that 46 % respondents take decision by father for

purchasing bike. And 42 % respondents are take decision by self for purchasing
bike.
9. RATING OF HERO HONDA MOTORCYLE FEATURES
Data:

Weight age 6 5 4 3 2 1
Attributes Excellent Very Good Average Poor Very Total Total
good poor score
Price 30 20 18 16 10 06 100 426
Less 18 11 17 30 13 11 100 358
maintenance
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy 20 12 21 23 10 14 100 367
Driving
Brand 17 19 14 21 17 12 100 362
Reputation
Color 28 19 18 13 10 12 100 405
Pick up 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370

Attributes Weight age

Price 426
Less Maintenance 358
Style 355
Durability 335
Mileage 381
Easy Driving 367
Brand Reputation 362
Color 406
Pick up 382
Total 3370
Analysis

Interpretation: Above chart show that more no of respondents are give more
weight age to the price and color.
 10. RATING OF SHOW ROOM ATTRIBUTES

Data:

Attributes Excellent Very Good Average Poor Total

Availability 30 24 18 16 12 100

After Sales 16 35 24 15 10 100

response

Knowledge 20 21 23 20 16 100

Of Sales man

Service 25 18 27 19 11 100

Infrastructure 12 29 20 17 22 100

Total 103 127 112 87 71 500

Analysis:

Interpretation:

Above chart shows that 30 respondents out of 100 give Weight age
on availability is excellent and second 35 respondents out of 100 give weight
age on after sales response is Very Good, 23 respondents give weight age on
Knowledge of salesman is good, 27 respondents give Weight age on services is
good, 29 respondents give weight age on Infrastructure is Very Good.
11.RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU

MOST.

Data:

Attributes Excellent Very Good Average Poor Total

Good

Festival Offer 43 21 12 14 10 100

Exchange Offer 15 31 29 12 13 100

Special Gift 20 19 30 20 11 100

CashDiscount 11 21 19 34 15 100

AnniversaryOffer 14 13 12 20 41 100

Total 103 105 102 100 90 500

Analysis:

Interpretation:

Above graph shows that in festival offer 43 respondents out of 100 are give a
excellent, then in exchange offer 31 respondents out of 100 are give
a very good rank, in special gift 30 respondents are give a good rank, in
cash discount 34 respondents are give a average rank
12. RANKING OF ATTRIBUTE WHICH IMPORTAN IN PURCHASING
HERO HONDA BIKE

Data:

Attributes 1st 2nd 3rd 4th 5th Total

Mileage 31 26 15 18 10 100

Available 14 25 32 16 13 100

Price 22 16 42 11 09 100

Pick up 17 18 29 21 15 100

Color 20 24 26 10 20 100

Total 104 109 144 76 67 500

Analysis:

Interpretation:
Above graph show that respondents give more importance to the mileage then after they give
more importance to the price for purchasing motorcycle of Hero Honda. Respondents give
poor rating in availability of motorcycle as per their requirement and pickup attributes.
CHAPTER-VII

Findings
 Findings

 In current market scenario, respondents give maximum no. of weight age to

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

SUGGESTIONS

 Hero Honda should introduce a low price (25000 to 30000) moped.

 For the promotion, company makes road-show that will increase the sales.
 Hero Honda should increase in advertisements through t.v., newspapers.
 The company should give more concentrate on the advertisement.
 Hero Honda should expand the targeted market like introducing special scooter
for women and also considering rural market related offers.
 Hero Honda should work on sports and pick up bikes.
CHAPTER-VIII

Limitations
 Research work was carried out in Ranchi city of Jharkhand only the finding may not
be applicable to the other parts of the country because of social and cultural
differences.

 The sample was collected using connivance-sampling techniques. As such

result may not give an exact representation of the population.

 Shortage of time is also reason for incomprehensiveness.

 The views of the people are biased therefore it may not be reflecting true picture.
Appendix
 Questionnaire

 CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________

___________________________________________

___________________________________________

C. Contact No.:-__________________________________________

D. Gender: Male / Female

E. Age (in year):-

18 to 20 ( ) 21 to 25 ( )

26 to 30 ( ) 31 to 35 ( )

36 to 40 ( ) 41 & above ( )

F. Occupation:-

Agriculture ( ) Businessman ( )

Students ( ) Professional ( )

Others ( )

G. monthly income:-

5000 ( ) 5000-10,000 ( )

10,000-15,000 () 15,000-20,000 ( )

20,000 Above ( )
 A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION
LEVEL FOR HERO HONDA MOTORCYCLE.

1 Do you have own bike?

(A) Yes ( ). (B) No ( )

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 Which medium do you refer to purchasing bike?

(A) News paper ( ) (C) TV advertisement ()

(B) Friends ( ) (D) others ( )

4 Do you think advertisements create more awareness of showroom and

bikes?

(A) Yes (B) NO (C) Can‘t Say

5 Who is decision maker for purchasing bike in your family?

(A) Father ( ) (B) Mother ( )

(B) Self ( ) (D) other ( )

6 How do you purchase bike?

(A) By cash ( ) (B) By Loan ( )

7. Give points to the given bellow features in Hero Honda motorcycle?

Attributes 6 5 4 3 2 1

Price

Less

maintenance

Style

Durability

Mileage

Easy driving

Brand

reputation

Color
 8. Give rating the following attribute of show room

Attributes Excellent Very Good Good Average Poor

Availability

Knowledge of Sales

person

After sales

response

Services

infrastructure

9. Give rating the following offers that attract you most.

Attributes Excellent Very Good Good Average Poor

Festival
offer

Exchange
offer

Special
gift

Cash

discount
10. Give the rank of given bellow features which consider at the time of
purchasing bikes on priority base.

Attributes 1st 2nd 3rd 4th 5th

Mileage

Available

Price

After service

Pick up

11. Do you properly understand of Passport scheme?

(A) Yes ( ) (B) No ( )

12. How do you find Passport Scheme?

(A) Excellent ( ) (B) Very Good ( )

(C) Good ( ) (D) Not Bad ( )

(E) Useless ( )

13. Give your suggestion if any:

______________________________________________________________

______________________________________________________________

_____________________________

Sign.___________________

Date.___________________
 BIBLIOGRAPHY

1. PHILIP KOTLER/ KELLER KEVIN LANE/KOSHY ABRAHAM/JHA

2. MITHELESWAR- Marketing management, Twelfeth edition,a south Asian

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Edition,Pearson’s Education

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prakashan

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6.Booklets of Automotive Industry Standard

I. Automotive Industry Standard- Requirements for industries.
II. Automotive vehicles Types- Termology.

7.Beri G.C Marketing Research 3rd Edition Tata Mc Graw Hill Publishing Company Ltd

Websites

www.herohonda.com

www.nissparta.com

www.google.com