Saroj Institute of Technology & Management Lucknow

Research Report on
CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO BIKE

Submitted By Shashank Mishra, Submitted To Shilpee Mam

OBJECTIVES OF THE STUDY

1=) To analyze the demographic factors of the customers who own a 100 cc bikes

2=) To analyze the demographic factors of the customers who own a 100 cc bikes
3=) To analyse the level of satisfaction on the various features of there 100 cc bikes.

4=) To findout the awareness level of HERO 100 cc bike

5=) To findout the reasons for not purchasing the HERO bike

RESEARCH METHODOLOGY
Research Design

Collection of data

Sampling method random sampling method Sample unit Simple bar method Pie diagram Chi-square analysis

. Primary data .Open-ended questions .Close-ended question .Multiple-choice questions .Secondary data

200 samples were collect from various users of 100 cc bike

Test drive done in other bikes

Test drive done in bikes Yes No Total Number of Respondent 93 107 200 Percentage 46.5 53.5 100

Column1

yes no

Promotional factors influence for purchasing the bike

Promotion Factor
Number of Respondent

Perc enta ge

Advertise ment
Reference Family Decision Self approach Loan Exchange offer Mechanic other Lotal

66
60 20 18 25 9 6 4 200

33
30 10 9 12.5 4.5 3 2 100

.
A R F S L E M

Considered other bike at the time of purchas

Considered other bike YES NO TOTAL No. of Respondent 106 94 200 Percentage 53 47 100

YES NO

Type of schemes influence at the time of purchase

Type of scheme No. of Respondents Percentage

No down payment
Interest Free gift Exchange total

54
86 40 20 200

27
43 20 10 100

d i f e

Mileage given by 100 cc bikes

Mileage you are getting at present Below-50 50-60 Above-60 No of Respondent 51 95 54 percentage 25.5 47.5 27

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Average distance traveled per day

Daily average KMs the bike runs Below-50 60-50 Above-60 NO of Respondent percentage 73 93 54 36.5 46.5 17

Total

200

100

1st Qtr 2nd Qtr 3rd Qtr

Market share of various bikes

Bike NO of Respondent percentage

Yamaha Entizer
Bajaj Pulsor TVS Apache

30
50 40

15
25 20

1st Qtr 2nd Qtr 3rd Qtr

Age level classification of customer

Age Below30 31-40 Above40 Total NO of Respondent 83 84 33 200 41.5 42 16.5 100

1st Qtr 2nd Qtr 3rd Qtr

Mean Value of Overall Satisfaction LevelX (Rating) 1 2 3 4 5 6 7 8 f (Respondants) 2 7 12 16 27 16 9 6 f*X 2 14 36 64 135 96 63 48

Mean(M)=(f*X)/f =505/100 =5.05

9
10 Total-

3
2 100

27
20 505

Standard Deviation & Standard Error of Overall Satisfaction Levelf 2 7 12 16 27 16 9 6 3 2 Total X-M -4.05 -3.05 -2.05 -1.05 -.05 .95 1.95 2.95 3.95 4.95 4.5 (f(XM)^2) 5.72 8.06 7.10 4.20 0.25 3.80 5.85 7.22 6.84 7.00 56.07

Standard Deviation =((f(X-M)^2))/N S.D.=56.07/100 S.D.=.56

Standard Error=S.D/N^2 S.E.=.56/10 S.E.=.056

Hypothesis TestingZ Test:

Standard Error of Mean =(M-)/S.E. =(5.05-5.00)/.056 =0.89
where, M->Mean of sample ->Mean of population

Results:
The Mean Rating for Satisfaction level=5.05 with, a standard deviation=0.56 The Value of Z=0.89 which is less than 5% significance level(=1.96). Thus, we would accept the Null hypothesis.

Interpretations & Suggestions:

Satisfaction Level of HERO owners is Average (5.05) Strengths- Prices, Services Weakness-Performance & Engineering aspects Opportunity-Design Threats- Tough competition from new entrants