Research was conducted among four Hero Honda dealers across pune.

Respondents of size 144 were collected and varied questions were asked. The maximum respondents were of the age group of 27-35 years of age. The maximum chunk of respondents were males. Questions relating to monthly income was asked and maximum respondents had monthly income ranging between 20000-50000. The maximum chunk of respondents already had an experience of the vehicles of Hero honda and were inclined towards the brand Hero honda. A good set of respondents agreed on the fact that hero Honda is an honest brand. A considerable set of 44 respondents out of those 144 respondents strongly agreed that Hero Honda is an Honest brand. Research suggested that a huge set of respondents of size 64 had agreed on the fact that hero Honda is a down to earth brand. Very few respondents disagreed on the fact that Hero Honda is not a down to earth brand. Also when questions pertaining to classic and genuinity was concerned 68 respondents agreed that Hero honda was a classic and genuine brand. A considerable set of 18 respondents strongly agreed that Hero Honda is a classic and a genuine brand. The findings also suggested that a major chunk of respondents of size 67 out of the 144 respondents agreed on the fact that Hero Honda is a friendly and a sentimental brand. Very few respondents disagreed that hero Honda was a friendly and sentimental brand. Respondents of size 57 agreed on the fact that hero Honda and its products is trendy and exciting. Very few respondents also agreed on the fact that Hero Honda is a flashy and a provocative brand. The size was about 55 respondents who agreed .A considerable set of respondents agreed that Hero Honda as a brand was cool and a young brand. A set of 36 respondents strongly agreed on the fact that Hero Honda was a young and adventurous brand. A huge chunk of respondents also disagreed on the fact that Hero Honda is a unique brand and its artistic and fun brand. A huge set of 54 respondents out of the 144 respondents also agreed on the fact that Hero Honda is an agrressive brand. Respondents of size 52 also felt that hero Honda is an innovative brand. A huge set of respondents of size 59 also agreed that hero Honda as a brand is trust worthy. 36 respondents strongly agreed that hero Honda is a trust worthy brand. The respondents strongly agreed that Hero Honda is an efficient and secure brand. A set of 43 respondents strongly agreed Hero Honda is an efficient and secure brand. A maximum set of 61 respondents agreed of the fact that Hero Honda is a leader brand. A good set of 56 respondents strongly agreed of the fact Hero Honda is an confident brand. A good set of 43 respondents disagreed of the fact Hero Honda is a good looking and glamorous brand. Research also suggested that Hero Honda and its products is sophisticated to use.

Conclusions y y y y The research was conducted among four Hero Honda dealers across pune. The findings were found from a set of 144 respondents who had experience in terms of usage with the brand Hero Honda After the questionnaire was prepared and filled from the respondents ,analysis and interpretation was done and factors were found. The major factors that were deduced from the research were basically deduced into three major factors.

1. The attributes that were merged in factor 1 were: 2. Honesty 3. Cool and young. 4. Adventurous. 5. Aggressive 6. Innovative 7. Trust worthy 8. Efficient and secure 9. Leader brand 10. Confident brand. All the above attributes which are termed as factor 1 according to the analysis is termed as Reliabilty y The attributes that were merged in factor 2 were: a. Down to earth. b. Classic and genuine. c. Friendly and sentimental. All the above attributes which are termed as factor 2 according to the analysis is termed as Age old classic brand. The attributes that were merged in factor 3 were a) Trendy and exciting. b) Fun brand. c) Sophisticated brand. All the above attributes which are termed as factor 3 according to the analysis is termed as high class fun brand. y All the above factors that were found during the research could be used in the marketing and promotional activities .

y y y y y

DECLARATION
I, AASHISH.M, a student of MBA-International Business, Symbiosis Institute of International Business (SIIB), Pune, PRN 0902024111, hereby declare that the entire research work of the dissertation report titled To determine the factors that consumers perceive about a particular brand in the two wheeler segment and how these factors are useful in mapping with the brand personality. is true and has been completed by me individually under the guidance of my project guide Ms.Nivedita Sharma. I hereby declare that this project is my original work. Any reference made from the secondary data and sources have been duly acknowledged. Date : 12th February 2011 AASHISH.M PRN: 09020241111 MBA-IB ( 2009-11) Symbiosis Institute of International Business (SIIB), Pune

BIBLIOGRAPHY
y Marketing management by Philip Kotler y Research Methodology by C.R.Kothari y Marketing Research by Dr.D.D.Sharma y Fundamental of Marketing by William J. Stantan, Michael J. Etzd y BOOKS: Autocare Overdrive www.herohonda.com www.twowheeler.com www.extrememachines.com y y http://www.brandcapita.com www.hindubusinessline.com

ACKNOWLEDGEMENT
It is a privilege and pleasant duty for me to record here my deep sense of gratitude towards Ms. Nivedita Sharma, Faculty, Symbiosis Institute of International Business for her constant inspiration. I am very much thankful to her for providing me all the liberty to pursue this dissertation project and reposing the trust in me by acceding to my request to pursue dissertation in this topic.

I would like to pay my gratitude to Dr. Rajani Gupte, Director, Symbiosis Institute of International Business (SIIB). I am thankful for her guidance and providing the opportunity.