AMITY UNIVERSITY UTTAR PRADESH NOIDA

AMITY SCHOOL OF BUSINESS

Summer Internship Project Report

On

CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL

HERO MOTOCORP LTD

Name of the Student: Vivek Kumar Verma

Enrollment Number: A3906416125

Class Roll Number: E- 16

Program: BBA marketing

Batch: 2016-19

Faculty Supervisor: Ruchika Jeswal

1
 DECLARATION BY STUDENT

This is to certify that I, Vivek Kumar Verma, a student of BBA marketing of 2016-19 Batch, Amity
School of Business, Amity University Uttar Pradesh, Noida have worked under the guidance and
supervision of Ruchika Jeswal for NTCC Summer Internship.

This report has the requisite standard for the partial fulfillment of the Graduate Degree in Business
Administration. To the best of my knowledge no part of this report has been reproduced from any
other report and the contents are based on original research.

I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the report.

signature(student)

Name of the student- Vivek Kumar Verma

Enrollment no.- A3906416125

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COMPLETION CERTIFICATE

3
 CERTIFICATE OF ORIGIN

I the undersigned solemnly declare that the project report Customer Behaviour and
Satisfaction level for Hero MotoCorp ltd is based on my own work carried out during the
course of our study under the supervision of Ruchika Jeswal. I assert the statements made and
conclusions drawn are an outcome of my research work. I further certify that

I. The work contained in the report is original and has been done by me under the general
supervision of my supervisor.

II. The work has not been submitted to any other Institution for any other
degree/diploma/certificate in this university or any other University of India or abroad.

III. We have followed the guidelines provided by the university in writing the report.

IV. Whenever we have used materials (data, theoretical analysis, and text) from other
sources, we have given due credit to them in the text of the report and giving their details in
the references.

Name: VIVEK KUMAR VERMA

Enrolment No: A3906416125

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 ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide Ms._Ruchika Jeswal_,

(Designation)___Assitant Professor____, for her able guidance, continuous support and
cooperation throughout my project, without which the present work would not have been
possible.

Signature

5
 EXECUTIVE SUMMARY

This internship report stresses on the work experience gathered as an Intern in the marketing
department of ASHA HeroMotoCorp. This report, mainly incorporates experience at the
firm especially campaign management, research and development works etc.

This project covers the area of a rural population as most of the consumers of HERO
motorcycles are from rural areas with agriculture as its main source of income. Due to this
reason the survey process became tougher as the population was from rural background and it
was collected by personal interviews from respondents. Each and every question had to be
read to them and explained to them so that we could be able to gather accurate data.

This study will benefit HERO MotoCorp and interested parties by letting them know the most
favoured way by which they are providing services and quality to customers and also to get to
know their perceptions. This study indicated that the customers were highly impressed and
satisfied with the products and services offered by the HERO MotoCorp, with some
disapproval regarding the after sales service of HERO MotoCorp.

This study also indicates that the brand HERO has a good image in the market. As most of
the respondents considered its showroom as one of the best showroom to buy motor cycles
from.

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 TABLE OF CONTENTS

S. No. TOPIC PAGE

NO.
1. Declaration by student 2
2. Completion certificate 3
3. Certificate of origin 4
4. Acknowledgement 5
5. Executive summary 6
6. Chapter 1.0 INTRODUCTION
1.1) About the company 8
1.2) Company Profile 9-10
1.3) Board of Directors 11
1.4) Marketing Mix
1.4.1) Products 12
1.4.2) Price 13
1.4.3) Place 14
1.4.4) Promotion 15
1.5) SWOT Analysis 16
1.6) About the dealer
1.6.1) Dealer's profile 17
1.6.2) Dealer's Organisation structure 18
7. Chapter 2.0 REVIEW OF LITERATURE
2.1) Consumer buying behavior 19
2.2) Buying decision process 20-21
2.3) Characteristics of buyer behavior 21
8. Chapter 3.0 RESEARCH METHODOLOGY 22
3.1) Objective
3.2) Research Plan
9. Chapter 4.0 DATA TABULATION, ANALYSIS & RESULT 23-30
10. Chapter 5.0 FINDINGS, RECOMMENDATIONS &
LIMITATIONS
5.1) Findings of the study 31
5.2) Recommendations 32
5.3) Limitations of the study 33
11. Chapter 6.0 CONCLUSION 34
12. Reference 35
13. Questionnaire 36-37

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1.0 INTRODUCTION

1.1 ABOUT THE COMPANY

Hero Motocorp Ltd., formerly Hero Honda, is an Indian motorcycle and scooter manufacturer
based in New Delhi, India. The company is the largest two-wheeler manufacturer in the
world, and also in India, where it has a market share of about 46% in the two-wheeler
category. The 2006 Forbes list of the 200 World's Most Respected Companies has Hero
Honda Motors ranked at #108. On 31 March 2013, the market capitalisation of the company
was ₹30,800 crore (US$4.5 billion).

Hero Honda started its operations in 1984 as a joint venture between Hero Cycles (sometimes
called Hero Group, not to be confused with the Hero Group food company of Switzerland) of
India and Honda of Japan. In 2010, when Honda decided to move out of the joint venture,
Hero Group bought the shares held by Honda.
In June 2012, Hero MotoCorp approved a proposal to merge the investment arm of its parent
Hero Investment Pvt. Ltd. with the automaker. This decision came 18 months after its split
from Hero Honda.

"Hero" is the brand name used by the Munjal brothers for their flagship company, Hero
Cycles Ltd. A joint venture between the Hero Group and Honda Motor Company was
established in 1984 as the Hero Honda Motors Limited at Dharuhera, India. Munjal family
and Honda group both owned 26% stake in the Company.

During the 1980s, the company introduced motorcycles that were popular in India for their
fuel economy and low cost. A popular advertising campaign based on the slogan 'Fill it –
Shut it – Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow
at a double-digit pace since inception. In 2001, the company became the largest two-wheeler
manufacturing company in India and globally. It maintains global industry leadership to
date. The technology in the bikes of Hero Motocorp (earlier Hero Honda) for almost 26 years
(1984–2010) has come from the Japanese counterpart Honda.

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1.2 COMPANY PROFILE

Hero MotoCorp Ltd. (previously known as Hero Honda Motors Ltd.) is one of the world’s
largest manufacturer of two wheelers with its base in India.

In the year 2001 it achieved the desired position of being the largest two-wheeler
manufacturing company in India and also the ‘World No. 1’ two-wheeler company according
to the unit volume sales in a single calendar year. And it successfully maintains the accolade
till date.

Vision

To create a mobile and an empowered India, mechanized by its motor cycles. The new
identity of the company known to us as ‘Hero MotoCorp Ltd’ mirrors its commitment
towards contributing world class transportability solutions with extra focus on spreading the
footprint of the company on a global scale.

Mission

To become a global venture which is able to satisfy and provide its customers with suitable
and best mobility and setting standards in technology, styling and quality. It aims to provide a
suitable environment for the people so that they are able to perform to their true potential.
This will lead to creation of value and relationship with partners.

Strategy

To build a wide and powerful product profile and portfolio across each sections, search and
seize on growth opportunity world wide, sustained reform in its operational efficiency,
forcefully bolster its reach to its customers, to invest in building a better brand and to protect
customer and shareholder wants and needs.

Manufacturing

The Motor cycles are manufactured in three plants across India with two of these plants in the
state of Haryana located in Gurgaon and Dharuhera. And the third plant which is the newest
plant is located in Haridwar in the state of Uttarakhand.

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Technology

Around 1980’s the venture developed and introduced fuel efficient and environment friendly
motorcycles in India. Which led to it becoming the first company to introduce the Fuel
injection technology in Indian bikes by launching the Glamour FI in 2006. They use world
class equipment and tools in their manufacturing plants with effective processes and this has
set the standards very high in leanness and productivity.

Products

Its products include large variety of motorcycles which has set the industry benchmark across
all the market segments. They have also started producing scooters in the year 2005. Hero
MotoCorp offers a large number of products and it supplies wide variety of requirements
across the segments.

Distribution

The companies distribution network has enabled them into becoming one of the largest two
wheeler manufacturers in India. Due to its vast reach in geographic terms it has led to growth.
Its extensive sales and service grid now spans to over 500 customer touch points. These
consists a mixture of authorized dealers, service and spare parts outlets.

Brand

The new identity of the company, i.e. ‘Hero MotoCorp Ltd’ actually reflects its vision to
enhance focus on mobility and technology and thus lead to creation of a global footprint.
Building and advancing new brand character will be vital to every one of its drives, using
each opportunity and utilizing its solid nearness crosswise over sports, stimulation and
ground-level actuation.

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1.3 BOARD OF DIRECTORS

No. Name of directors Designation

1. Mr.PawanMunjal Chairman, managing director & CEO

2. Mr.PradeepDinodia Non executive& Independent director

3. Gen. (RETD.)V.P. Malik Non executive& Independent director

4. Mr.Suman Kant Munjal Non executive Director

5. Mr. Paul Edgerley Non executive& Independent director

6. Dr.Anand C. Burman Non executive& Independent director

7. Mr. M. Damodaran Non executive& Independent director

8. Dr.Pritam Singh Non executive& Independent director

9. Mr. Ravi Nath Non executive& Independent director

10. Ms.ShobanaKamineni Non executive& Independent director

11. Mr.VikramKasbekar Executive Director Operations(plants)

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1.4 MARKETING MIX (4 P’s)
1.4.1 PRODUCTS

No. Product name Price (approx..)

1. Karizma ZMR Rs. 1,05,119

2. Xtreme sports Rs. 78,700

3. ACHIEVER 150 Rs. 65,900

4. New Glamour Rs. 64,146

5. Glamour Programmed FI Rs. 65,457

6. Glamour Rs. 60,000

7. Super Splendor Rs. 56,800

8. New Super Splendor Rs. 56,500

9. Passion Pro 110 Rs. 53,189

10. Passion X Pro Rs. 54,189

11. Passion Pro Rs. 51,446

12. SplendoriSmart 110 Rs. 53,530

13. Splendor Pro Rs. 49,598

14. Splendor+ Rs. 48,000

15. HF Deluxe ECO Rs. 43,000

16. HF Deluxe Rs. 43,000

17. HF Dawn Rs. 39,470

18. Duet Rs. 47,250

19. Maestro Edge Rs. 49,700

20. Pleasure Rs. 46,100

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1.4.2 PRICE

HeroMotoCorp follows competitive pricing for its products, i.e. it prices its products in
according to the price of its competitors. It follows this pricing strategy because it is very
hard to follow other exclusive strategy like price skimming. They have also decided to
introduce the Value Added Pricing policy which provides the customers with the value fo
their money. Hero is also one of the few companies who passes the benefit of any cost
advantage to its customers. The company produces quality products but still their price
remains very reasonable and affordable.

Some of their products are priced relatively higher compared to its competitors but still the
customers prefer to buy these products because of its quality, efficiency, mileage and
performance. It is said and rumoured that the company is ready to launch bikes which are
priced at a premium rates which will generate more revenues. And along with these premium
priced bikes some very reasonable and economical priced bikes are also to be launched for
low income groups.

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1.4.3 PLACE

Due to its extensive growth plans Hero MotoCorp entered into new markets, and this has led
to them becoming the future of India. As discussed before it has 4 plants in the country for
manufacturing purposes of two wheelers. And to cater the distribution of these enormous
quantity of bikes it has set up a very efficient distribution network with around 6000
dealership at most of the service pints in all parts of India. It also has set up dealer appointed
retail outlets.

Hero has the ability to reach far and wide corners of any place, it has set up a web of service
workshop which provided spare parts easily from dealers. Hero motorcycles are made
available by all the dealers who also provide trained employees, good infrastructure and
workshops.

In 2014 it disclosed its plans to expand to the markets of Bangladesh and Sri Lanka. And with
the agreement with Honda it can now penetrate the markets of Africa, Latin America and
West Asia.

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1.4.4 PROMOTION

When the talk is about promoting its products Hero MotoCorp always goes the extra mile to
grasp out to its potential customers by trying to convince them in any way possible. The new
brand identity with a new logo which includes the colour black and red says a lot about
energy, confidence, passion and solidity. It also came out with a new anthem which is
minutes long which aims to create emotional connection with the viewers.

The tagline ‘hum meinhai Hero’ means that there is a hero inside each and everyone of us.
The advertisement tunes are very catchy and shows a strong message and these are telecasted
and shown on mediums such as television, newspapers, magazines, radio and billboards.

It has also promoted its brand by sponsoring some major sports tournaments in the field of
Hockey and golf. It also sponsored the tournament FIH road to London 2012. They have also
been closely associated with cricket which is the most famous sport in India and this helps
them to tap youngsters.

They have also been seen sponsoring television programs such as MTV Roadies and they
have hired celebrity as their brand ambassadors to promote their products. Celebrities such as
cricketer Irfan Pathan and famous Bollywood actors like Hrithik Roshan and Ranbir Kapoor.
Currently Bollywood actor Akshay Kumar is seen in most of the advertisements of the
company.

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1.5 SWOT ANALYSIS

STRENGTH WEAKNESS
 Ability to understand customers’  Intense competition
needs and wants  Products are moreover similar, i.e. no
 Good brand image innovation
 Large distribution network and  R&D is far away from manufacturing
service centers plants
 Effective advertisement
 Wide variety of products
 Many awards and recognition
 Large brand equity
OPPORTUNITY THREATS
 Two wheeler industry is ever growing  Strong completion from domestic and
 Untapped international markets international brands
 To become leader’s in scooter market  Rise in fuel prices
 Expansion of target market, i.e.  Improvement in public transport
including woman

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1.6 ABOUT THE DEALER

1.6.1 DEALER’S PROFILE

Making available a wide range of two-wheelers, Asha Automobiles Pvt Ltd at Anisabad,
Patna is popular dealer of bikes. The dealer's association with the automobile brand dates to
2009. The dealer believes in the brand's approach of establishing long-lasting relationships
with its clients and it is this commitment that has led to the success of the dealer. The
showroom can be spotted with ease. Located Bypass Road, a renowned landmark in
Anisabad. The establishment enjoys a prime location with potential buyers surrounding the
place in commercial and residential establishments.

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 1.6.2 DEALER’S ORGANIZATION STRUCTURE

OWNER

Show Room Service Station

GodownIncharge Floor Line Supplier Front Line supplier

incharge
Delivery bike
Mechanics Helper Wash boy
P.D.I. Incharge

Account Manager
Delivery Mechanics
incharge
boy
Cashier Bill Booking Executive
Parts supplier

Finance Executive
Sales P.D.I. Incharge
Executive

R.T.o. Service
insInsurance Adviser

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2.0 REVIEW OF LITERATURE

2.1 CONSUMER BUYING BEHAVIOR

The most important motive of marketing is to meet and to satisfy the customers’ needs and
wants. Buyers behavior indicates the peoples or the organization execute activities and in
sync with the impact of numerous influence on them for deciding the purchase of a product or
service in a market. The study of consumer behavior shows how an individual, a group or an
organization choose, purchase, utilizes and disposes of goods, ideas, services or experiences
to fulfill their wants and needs. Finding out consumer behavior and knowing consumers are
never easy and simple. The money generated by products and services which are produced in
a country is what makes our economy tough. The behavior showcased by a human being
during the purchase of a product or a service is labeled as ―Buyers Behavior. A customer
may say one thing but do another thing, as they may not be in contact with their inner desires.
They may be reacting to forces that alter their choices at the very last moment. It is on the
buyer whether he or she wants to save or spend the money on something.

Definition of buyer behaviour-

It refers to all the behavior such as social, physical and psychological of a potential consumer
when entering the purchase process & making buying decisions, this process includes
evaluating, purchasing, consuming and telling others about their product or service.

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2.2 CONSUMER BUYING DECISION PROCESS

Commonly there are 5 stages in the process of consumer buying decision. These stages are
explained below:-

(i) Need recognition: identified as the first and most important step in decision process.
Consumer buying decision starts when the consumer recognizes the need of a
particular product or service. This need may generate because of internal or external
kick. It is important to recognize the circumstances that kick start this need. Marketers
can find out the most frequent stimuli that provokes the need for their product and
then can come up with plans to trigger that stimuli.

(ii) Information search: in this stage the consumer tries to gather and collect information
about the products and services they are seeking to gain knowledge about it. They
might want to learn about the products features, its competitors, prices of similar
products, etc. sources such as magazines, internet, colleagues, catalogues,
shopkeepers, etc. help gaining information.

(iii) Evaluating the alternatives: as expected in this stage the consumers will evaluate
and compare different products and brands on the basis of product features and those
which yield more benefit at a lower cost will be found out. Consumers’ attitude is a
major factor which affects this stage of buying decision.

(iv) Purchase decision: in this stage the consumer decides from the various alternatives
whether to buy or not buy a product or a service. If the decision is to go with buying a
product there are some additional decisions to make which are as follows:
Which type of bike should he purchase?
From whom to buy the motorcycle?
How should he make the payment?

Upto this stage the marketer has tried his all to influence the buying behavior but the
final decision is totally on the consumer.

(v) Post purchase behavior: a marketers’ job doesn’t end after the purchase he or she
has to find out the consumers’ post purchase satisfaction, post purchase action, use
and its disposal. The consumer will also compare its purchase with their previous

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 expectations and determine whether they are satisfied or dissatisfied with the
purchase. It is important for marketers to analyze the post purchase behavior of the
consumer because it might help in retaining customers for future purchase from the
same brand again. A satisfied customer will lead to brand loyalty.

2.3 CHARACTERISTICS OF BUYER BEHAVIOR

The main characteristics of a buyers behaviors are as follows:-

 Consists of physical and mental activities a consumer goes through in obtaining a

good or a service and retrieve satisfactions from them.
 Includes both the mental activities and observable activities. Mental activities
includes developing an attitude, observing advertising methods and materials and
getting to from preference about a particular brand. Observable activities include
walking the markets and personally examining the products and making the purchase.
 Buyer behavior is very complicated and vigorous to constant change. And it is
therefore important for the management to accommodate with the change.
 Consumer specific behavior in the market is affected by internal as well as external
factors. These internal factors include needs, perception, motives and attitude.
External factors comprises of environmental influences such as the social groups,
culture, family and economics.

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3.0 RESEARCH METHODOLOGY

3.1 OBJECTIVE

Selling any products is very challenging task in modern markets, so there is a greater need to
understanding the customers and building relationship with them. And to achieve this
knowing and being aware of the customer behavior is very important as well as how will
they be satisfied?

The objective of this study focuses of three main things:-

 To gain knowledge about customer behavior for buying Hero motorcycles.

 To determine the element which has influence on customer decision.
 To notice which medium plays significance role for buying a motorcycle.

3.2 RESEARCH PLAN

Research Plan

Design Descriptive

Method used Survey

Technique used Questionnaire

Data collection (area) Anisabad, Patna

Sampling plan Convenience

Sample size 100

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4.0 DATA TABULATION, ANALYSIS AND RESULT

1. what is your gender?

Gender Percentile
Gender

Male 70

30%
Female 30 Male
70% Female

Total 100

 There were 70% male respondents.

 There were 30% female respondents.

2. How old are you?

Age Percentile
Age
18-19 10

20-29 40 10%
25% 18-19
30-39 25 20-29
40% 30-39
40 & above 25 25% 40 & above

Total 100

 40% of respondents comes under the age group of 20-29

 25% of respondents comes under the age group of 30-39
 25% of respondents comes under the age group of 40 & above
 10% of respondents comes under the age group of 18-19.

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3. What is your occupation?

Occupation Percentile
Occupation
Business 41

Service 30
25% Business
Student 4 41% Service
4% Student
Agriculture 25 Agriculture
30%

Total 100

 41% of respondents were a businessman

 30% of respondents were a serviceman
 25% of respondents were agriculture class
 4% of respondents were a student

4. What is your level of income?

Income (Rs.) Percentile

Income (Rs.)
< 10,000 18

10,000-15,000 45 10%
18% < 10,000
15,000-20,000 27 10,000-15,000
27%
15,000-20,000
20,000 & above 10 45%
20,000 & above

Total 100

 45% of respondents had income between 10,000-15,000

 27% of respondents had income between 15,000-20,000
 18% of respondents income was below 10,000
 10% of respondents income was above 20,000

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5. Do you own a motorcycle?

Percentile
Do you own a
motorcycle?
Yes 40

No 60
Yes
40%
60% No

Total 100

 60% of respondents owned a motorcycle

 40% of respondents did not own a motorcycle

6. Which medium do you refer to before purchasing a bike?

Medium Percentile
Percentile
Newspaper 27

10% Newspaper
Television 23
27%
Television
Friends & family 40
Friends &
40% family
Others 10
23% Others

Total 100

 40% of respondents refers to friends & family

 27% of respondents refers to newspaper
 23% of respondents refers to television
 10% of respondents refers to other medium

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7. Who is the decision maker for purchasing motorcycle in your family?

Decision Maker Percentile

Decision Maker
Father 45 3%

Mother 9
Father
Self 43 Mother
43% 45%
Self
Other 3 Other

Total 100 9%

 45% of respondents decision are taken by father

 43% of respondents make decision on their own
 9% of respondents decision are taken by mother
 3% of respondents decision are taken by others

8. What is your source of finance?

Source Percentile
Source of Finance
Cash 30

30%
Loan 70 Cash
70% Loan

Total 100

 70% of respondents purchase motorcycle by loan

 30% of respondents purchase motorcycle by cash

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9. Which factor influences you to buy Hero motorcycle?

(i) Brand

Factor (Brand) Percentile

Brand
Most important 50 2%
0%
More important 38
10% Most important
More important
Important 10
50% Important

Less important 2 38% Less important

Least important
Least important 0

 50% of respondents consider brand to be most important factor

 38% of respondents consider brand to be more important factor
 10% of respondents consider brand to be important factor
 2% of respondents consider brand to be less important factor
 0% of respondents consider brand to be least important factor

(ii) Style

Factor (Style) Percentile

Style
Most important 17
5% 0%
More important 32
17% Most important
More important
Important 46
Important
46%
Less important 5 32% Less important
Least important
Least important 0

 46% of respondents consider style to be important factor

 32% of respondents consider style to be more important factor
 17% of respondents consider style to be most important factor
 5% of respondents consider style to be less important factor
 0% of respondents consider style to be least important factor

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(iii) Colour

Factor (Colour) Percentile

0%
Colour
Most important 70
5% 0%

More important 25
Most important
25% More important
Important 5
Important
70%
Less important
Less important 0
Least important

Least important 0

 70% of respondents consider colour to be the most important factor

 25% of respondents consider colour to be more important factor
 5% of respondents consider colour to be important factor
 0% of respondents consider colour to be less important factor
 0% of respondents consider colour to be least important factor

(iv) Price

Factor (price) Percentile

Price
Most important 55
0% 0%
More important 30 15% Most important
More important
Important 15
Important
30% 55%
Less important
Less important 0
Least important

Least important 0

 55% of respondents consider price to be the most important factor

 30% of respondents consider price to be more important factor
 15% of respondents consider price to be most important factor
 0% of respondents consider price to be less important factor

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(v) Pick up

Factor (pick up) Percentile

Pick up
Most important 6

More important 10 6%
15% Most important
10%
More important
Important 50
19% Important
Less important
Less important 19 50% Least important

Least important 15

 50% of respondents consider pick up to be important factor

 19% of respondents consider pick up to be less important factor
 15% of respondents consider pick up to be least important factor
 10% of respondents consider pick up to be more important factor
 6% of respondents consider pick up to be most important factor
(vi) Mileage

Factor (mileage) Percentile

Mileage
Most important 20
5% 0%
More important 42
20% Most important
More important
Important 33 33%
Important
Less important
Less important 5 42% Least important

Least important 0

 42% of respondents consider price to be the more important factor

 33% of respondents consider price to be important factor
 20% of respondents consider price to be most important factor
 5% of respondents consider price to be less important factor

29
(vii) Maintenance

Factor (maintenance) Percentile

Maintenance
Most important 10
0%
More important 18 10% 10% Most important
More important
Important 62 18%
Important
Less important
Less important 10 62% Least important

Least important 0

 62% of respondents consider maintenance to be important factor

 18% of respondents consider maintenance to be more important factor
 10% of respondents consider maintenance to be most important factor
 10% of respondents consider maintenance to be less important factor
 0% of respondents consider maintenance to be least important factor

30
5.0 FINDINGS, RECOMMENDATIONS & LIMITATIONS

5.1 FINDINGS OF THE STUDY

1. The survey conducted shows that 60% of respondents already has a motorcycle.
2. The survey shows that 40% of respondents refer to friends & family before
purchasing a bike.
3. The survey indicated that 45% of the respondents decisions are taken by their father.
4. It also shows that 70% of respondents fund their purchase by loans.
5. For respondents Brand 50%, colour 70%, price 55% are most important.
6. For respondents mileage 42% is more important.
7. For respondents style 46%, pick up 50%, maintenance 62% is important.

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5.2 RECOMMENDATIONS

1. As per the survey Brand is the most influenceable factor so during promotion
activities the firm should focus more on it.
2. Company should make it easy for customers to purchase bikes through loans and
should itself raise finance through loans.
3. From what I noticed while working most of the customers belonged to a rural
population so company should conduct more promotional activities in those areas.

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5.3 LIMITATIONS OF THE STUDY

From what I have come to notice during my short span at HERO dealership is there were
following limitations:-

1. The respondents were very quick and laid back with their responses which indicated
they were not interested in answering the questions so this suggests their true feelings
were not expressed by them.
2. Some respondents refused to disclose personal information such as their income, age,
etc.
3. Some respondents were not able to understand the questions properly as they
belonged to a rural population.

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6.0 CONCLUSION

1. Most respondents gained knowledge from friends and families.

2. Most respondents raised funds by loan to buy a bike.
3. For most respondents their father was the decision maker.
4. Most respondents considered brand, colour, and price as most significance factor.
5. Most respondents considered mileage as most significance factor.
6. Most respondents considered style, pick up and maintenance as most significqance
factor.

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REFERENCE

 www.heromotcorp.com
 www.scribd.com
 www.zigwheels.com
 www.google.com

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QUESTIONNAIRE

PERSONAL INFORMATION

1. NAME: -----------------------------------------------------------------------------------------

2. ADDRESS: ------------------------------------------------------------------------------------------

3. GENDER : Male Female

4. AGE: 18-19 20-29 30-39 40 & Above

5. OCCUPATION: Business Service Students Agriculture

6. MONTHLY INCOME: <10,000 10,000-15,000

(in rupees)
15,000-20,000 20,000 & above

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1. Do you own a motorcycle?
(a) Yes ( ) (b) No ( )

2. Which medium do you refer to before purchasing a bike?

(a) Newspaper ( ) (b) Television ( )
(d) Friends & family( ) (d) others ( )

3. Who is the decision maker for purchasing motorcycle in your family?

(a) Father ( ) (b) Mother ( )
(c) Self ( ) (d) other ( )

4. What is your source of finance?

(a) By cash ( ) (b) By Loan ( )

5. Which factors influences you to purchase HERO motorcycles?

(1=most important factor and 5=least important factor)
FACTOR Most More Important Less Least
important important important important
Brand reputation
Style
Colour
Price
Pick up
Mileage
Maintenance

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