Professional Documents
Culture Documents
Final SIp Project 0926
Final SIp Project 0926
This project is the outcome or result of Summer Internship carried out training at borste
hero motors. on the topic “A study on consumer Buying behavior for boraste hero motors
pimpalgoan."
Consumer behavior is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioral responses that precede or follow these activities.
Consumer behavior emerged in the 1940s and 50s as a distinct sub-discipline in the marketing
area. Consumer behavior is an inter-disciplinary social science that blends elements
from psychology, sociology, social anthropology, ethnography, marketing and economics,
especially behavioral economics. It examines how emotions, attitudes and preferences affect
buying behavior.
The study of consumer behavior is concerned with all aspects of purchasing behavior -
from pre-purchase activities through to post-purchase consumption, evaluation and disposal
activities. It is also concerned with all persons involved, either directly or indirectly, in
purchasing decisions and consumption activities including brand-influencers and opinion leaders.
Research has shown that consumer behavior is difficult to predict, even for experts in the
field. However, new research methods such as ethnography and consumer neuroscience are
shedding new light on how consumers make decisions.
The Sixth chapter gives us the self explanatory of the analysis carried through the project work
with the help of questionnaire, it enables to find and interpret the actual working condition of the
organization.
This First chapter of this report represents Executive Summary, which covers overview of
research activity conducted during the summer internship. The Second chapter deals with the
Objective of Study, for carrying out research purpose. The third chapter gives the profile of the
organization with history, products of the company, organizational chart and companies other
information which includes market segmentation by values, major milestones, and top 10 bike
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companies in India. The fourth chapter gives us insight information about topic of project carried
out along with Meaning, Definition, Objective and Competitive Analysis five key topics. The
Fifth chapter explains the research methods adopted in research activity considering Research
Design and Methodology. The Sixth chapter gives us the self explanatory of the analysis carried
through the project work with the help of questionnaire, it enables to find and interpret the actual
working condition of the organization. The Seventh chapter gives us findings and conclusions that
was observed or derived from the research work. The final chapter eight states the suggestions
provided to overcome the findings during the project work.It was great opportunity to do this
project for boraste hero motors showroom Pimpalgoan it was a great exposure to the industry.
After going through my summer internship, had a first hand experience of how an industry as
well as marketing management function.
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Objectives:
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3.1 INDUSTRY PROFILE
Automobile industry in India
The automobile industry in India is the ninth largest in the world with an annual
production of over 2.3 million units in 2008 2009,india emerged as Asia’s fourth largest exporter
of automobiles ‘behind Japan south Korea and Thailand.
Following economic liberalization in India in 1991,the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions.
Several Indian automobile manufacturers such as Tata motors, maruti Suzuki and Mahindra and
Mahindra, expanded their domestic and international operations .India’s robust economic growth
led to the further expansion of its domestic automobile market which attracted significant India –
specific investment by multinational automobile manufacturers. in February 2009,monthly sales
of passenger cars in India exceeded 100,000 units.
Baryonic automotive industry emerged in India in the 1940s .Following the independence, in
1947,the government of India and the private sector launched efforts to create an automotive
component manufacturing industry to supply the automobile industry. However, the growth was
relatively slow in the 1950s and 1960s due to nationalization and the license raj which hampered
the Indian private sector. After 1970,the automotive industry started to grow, but the growth was
mainly driven by tractors, commercial vehicles and scooters. Cars were still a major luxury.
Japanese manufacturers entered the Indian market ultimately leading to the establishment of
maruti udyog. a number of foreign firms initiated joint ventures with Indian companies.
In the 1980s,a number of Japanese manufacturers launched joint -ventures for building
motorcycles and light commercial -vehicles. It was at this time that the Indian government chose
Suzuki for its joint- venture to manufacture small cars. Following the economic liberalization in
1991 and the gradual weakening of the license raj, a number of Indian and multi-national car
companies launched operation .since then, automotive component and automobile manufacturing
growth has accelerated to meet domestic and export demands The feeling of freedom and being
one with the Nature comes only from riding a two wheeler. Indians prefer the two-
wheelers because of their small manageable size, low maintenance, pricing and easy loan
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repayments. Indian streets are full of people of all age groups riding a two wheeler. Motorized
two wheelers are seen as a symbol of status by the populace. Thus, in India, we would see
swanky four wheels jostling with our ever reliable and sturdy steed: the two wheeler India is the
second largest producer and manufacturer of two-wheelers in the world. It stands next only to
Japan and China in terms of the number of two-wheelers produced and domestic sales
respectively. Indian two-wheeler industry has got spectacular growth in the last few years. Indian
two-wheeler industry had a small beginning in the early 50's.The Automobile Products of India
(API) started manufacturing scooters in the country. Bikes are a major segment of Indian two
wheeler industry, the other two being scooters and mopeds. Indian companies are among the
largest two-wheeler manufacturers in the world. In the initial stages, the scooter segment was
dominated by API; it was later overtaken by Bajaj Auto. Although various government and
private enterprises entered the fray for scooters, the only new player that has lasted till today is
LML.The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts175cc
bike. The two-wheeler market was opened to foreign competition in the mid-80s.And the then
market leaders - Escorts and Enfield - were caught unaware by the on slough of the 100cc bikes
of the four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes,
demand swelled, resulting in Hero Honda -then the only producer of four stroke bikes (100cc
category), gaining a top slot. The first Japanese motorcycles were introduced in the early
eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine
motorcycles respectively. These two players initially started with assembly of CKD kits, and
later on progressed to indigenous manufacturing. In the 90s the major growth for motorcycle
segment was brought in by Japanese motorcycles, which grew at a rate of nearly 25%CAGR in
the last five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government
prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden
growth in the 80s. The industry witnessed a steady growth of 14% leading to a peak volume
of 1.9mn vehicles in 1990.In 1990, the entire automobile industry saw a drastic fall in demand.
This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of
0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93
and FY94.Hero Honda showed a marginal decline in 1992.Factors like increased production
in1992, due to new entrants coupled with the recession in the industry resulted in company either
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Reporting losses or a fall in profits
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Graph No.3.1 Market share
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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 became the first company in the country to introduce four–stroke motorcycles and
set the standards for fuel efficiency, pollution control and quality. It has an excellent distribution
and service network spread throughout the country.
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. 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 Brij mohanLall 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.''
Product range of the company includes:
CD Dawn
CD Deluxe
Pleasure
Splendor +
Splendor NXG
Passion PRO
Passion Plus
Super Splendor
Glamour
Glamour PGM FI
Achiever
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CBZ Extreme
Hunk
Karizma
Milestones:
1983
Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed
Shareholders Agreement signed
1984
Hero Honda Motors Ltd. Incorporated
1985
First motorcycle 'CD 100' rolled out
1987
100,000th motorcycle produced
1989
New motorcycle model – 'Sleek' introduced
1991
New motorcycle model – 'CD 100 SS' introduced
500,000th motorcycle produced
1992
Raman Munjal Vidya Mandir inaugurated – A School in the memory of founder
Managing Director, Mr. Raman Kant Munjal
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1994
New motorcycle model – 'Splendor' introduced
1,000,000th motorcycle produced
1997
New motorcycle model – 'Street' introduced
Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated
1998
2,000,000th motorcycle produced
1999
New motorcycle model – 'CBZ' introduced
Environment Management System of Dharuhera Plant certified with ISO–14001 by DNV
Holland
Raman Munjal Memorial Hospital inaugurated – A Hospital in the memory of founder
Managing Director, Mr. Raman Kant Munjal
2000
4,000,000th motorcycle produced
Environment Management System of Gurgaon Plant certified ISO–14001 by DNV
Holland
Splendor declared 'World No. 1' – largest selling single two–wheeler model
'Hero Honda Passport Programme' – CRM Programme launched
2001
New motorcycle model – 'Passion' introduced
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One million production in one single year
New motorcycle model – 'Joy' introduced
5,000,000th motorcycle produced
2002
Becomes the first Indian Company to cross the cumulative 7 million sales mark
Splendor has emerged as the World's largest selling model for the third calendar year in a
row (2000, 2001, 2002)
New motorcycle model – 'CD Dawn' introduced, New motorcycle model – 'Splendor +'
introduced, New motorcycle model – 'Passion Plus' introduced, New motorcycle model –
'Karizma' introduced
2004
New motorcycle model – 'Ambition 135' introduced
Hero Honda became the World No. 1 Company for the third consecutive year.
Crossed sales of over 2 million units in a single year, a global record
Splendor – World's largest selling motorcycle crossed the 5 million mark
New motorcycle model – 'CBZ' introduced
Joint Technical Agreement renewed
Total sales crossed a record of 10 million motorcycles
2005
Hero Honda is the World No. 1 for the 4th year in a row
New motorcycle model – 'Super Splendor' introduced, New motorcycle model – 'CD
Deluxe' introduced New motorcycle model – 'Glamour' introduced, New motorcycle model –
'Achiever' introduced
First Scooter model from Hero Honda – 'Pleasure' introduced
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2006
Hero Honda is the World No. 1 for the 5th year in a row
15 million production milestone achieved
2007
Hero Honda is the World No. 1 for the 6th year in a row
New 'Splendor NXG' launched
New 'CD Deluxe' launched
New 'Passion Plus' launched
New motorcycle model 'Hunk' launched
20 million production milestone achieved
2008
Hero Honda Haridwar Plant inauguration
New 'Pleasure' launched
Splendor NXG launched with power start feature
New motorcycle model 'Passion Pro' launched
New 'CBZ Xtreme' launched
25 million production milestone achieved
CD Deluxe launched with power start feature
New 'Glamour' launched
New 'Glamour Fi' launched
2009
Hero Honda Good Life Program launched Hunk' (Limited Edition) launched
Splendor completed 11 million production landmark
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New motorcycle model 'Karizma – ZMR' launched
Silver jubilee celebrations
2010
New model Splendor Pro launched
Launch of new Super Splendor and New Hunk
2011
New licensing arrangement signed between Hero and Honda
Launch of new refreshed versions of Glamour, Glamour FI, CBZ Xtreme, Karizma
Crosses the landmark figure of 5 million cumulative sales in a single year
July 29, 2011 – Hero Honda Motors changed its name to Hero MotoCorp following the
exit of its erstwhile Japanese promoter, Honda, from the company
2012
Migration of all products to Brand Hero
Launch of Impulse, Maestro and Ignitor
2013
Neemrana Plant Foundation Stone laid
50 Million cumulative 2 wheelers production
Achievements/ recognition:–
2013
Green Pioneer Award – 2013
Business Leader of the Year' Award by Humble President of India, Shri. Pranab
Mukherjee, at the AlMA Managing India Awards 2013 on April 11, 2013 (Conferred on
Mr.PawanMunjal)
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Business Leader of the Year' Award in the Auto (Two Wheelers) category by Deputy
Chairman of the Planning Commission Mr.Montek Singh Ahluwalia, at the NDTV Business
Leadership Awards 2013 (Conferred on Mr.PawanMunjal)
CFO of the year Award (Conferred on Mr. Ravi Sud)
2012
Business Leader in Automobiles (two–wheelers) at the NDTV Profit Business Leadership
Awards 2012 (Conferred upon Mr.PawanMunjal)
Best value for Money Bike Maker and Best Advertising in Two Wheelers Category at the
Auto India Best Brand Awards 2012
Digital Advertiser of the year at the Indian Digital Media Awards (IDMA) 2012
Three awards (Launch Event of the year, Rural Engagement Programme and Live Patron
Award for Marketing Excellence) at the WOW Awards organised by Event FAQs Advertiser of
the year 2012 by Indian Digital Media Awards 2012
Innovation in Loyalty Marketing Award (Initiative: Hero Good Life Utsav) by Colloquy
Loyalty Awards
TPM Excellence Award 2012 by JIPM (Japan Institute of Plant Maintenance)
2011
Two–wheeler Manufacturer of the Year award by Bike India magazine
Adjudged the 'Bike Manufacturer of the Year' at the Economic Times ZigWheels Car and
Bike Awards
2010
Rated as Top Indian Company in Automobile – Two Wheelers sector by Dun &
Bradstreet – Rolta Corporate Awards 2009
Most Preferred Brand of Two–Wheelers' award at the CNBC Awaaz Consumer Awards.
Adjudged at top of the two–wheeler category in the Brand Equity Most Trusted Brands
2010 Survey
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Ranked No. 3 Most Trusted Brand across categories amongst Young Adult Males
Company of the Year awarded by Economic Times Awards for Corporate Excellence
2008–09
CNBC TV18 Overdrive Awards 2010 'Hall of Fame' to Splendor
NDTV Profit Car & Bike Awards 2010 – Two–wheeler Manufacturer of the Year, CnB
Viewers' Choice Two–wheeler of the Year (Karizma ZMR) and Bike Maker of the Year by
ET–ZigWheels Car & Bike of the Year Awards 2009'
2009
'Two–wheeler Manufacturer of the Year' by NDTV Profit Car & Bike Awards 2009 and
Passion Pro adjudged as CNB Viewers' Choice two–wheeler
Top Indian Company under the 'Automobile – Two–wheelers' sector by the Dun &
Bradstreet–Rolta Corporate Awards
Won Gold in the Reader's Digest Trusted Brand 2009 in the 'Motorcycles' category
NDTV Profit Business Leadership Awards 2009 – two–wheeler category
2008
NDTV Profit Business Leadership Award 2008
Top Gear Design Awards 2008
NDTV Profit Car India & Bike India Awards
India Times Mindscape and Savile Row ( A Forbes Group Venture ) Loyalty Awards
Asian Retail Congress Award for Retail Excellence (Strategies and Solutions of business
innovation and transformation)
NDTV Profit Car India & Bike India Awards
Overdrive Magazine
TNS Voice of the Customer Awards
2007
The NDTV Profit Car India & Bike India Awards 2007
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2006
Corporate Social Responsibility Award
Top Indian company in the Automobile – Two Wheeler sector by Dun & Bradstreet –
American Express Corporate Awards 2006
Hero Honda Splendor rated as India's most preferred two–wheeler brand at the Awaaz
Consumer Awards 2006
NDTV Profit Car India & Bike India Awards 2006
2005
Awaaz Consumer Awards 2005 Bike Maker of the Year Award by Overdrive Magazine
2004
Winner of the Review 200 – Asia's Leading Companies Award (3rd Rank amongst the top
10 Indian companies)
ICSI National Award for Excellence in Corporate Governance 2004 by The Institute of
Company Secretaries of India.
2003
Winner of the Review 200
Most Respected Company in Automobile Sector by Business World
Bike Maker of the Year by Overdrive Magazine.
2002
Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 Company of the Year of ET Awards for Corporate Excellence.
2001
Bike Maker of the Year by Overdrive Magazine
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Business School Award for Corporate Performance to Hero Honda Motors Ltd.
And many more..
hero bike.
“A hero Motors, we are committed to give our best and achieve the highest standers in
performance, quality, Systems, care and relationships. And then we want to beat these high
standards and go further because anything that can be done ,can be done better”
Strategy
COMPANY
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Additional Business Wholesaler Trader
BOARD OF DIRECTORS
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No. Name of Directors Designation
1. Mr.Brijmohan Lall Munjal Chairman
2. Mr.Pawan Munjal Managing Director & CEO
3. Mr.Sunil Kant Munjal Managing Director
4. Suman Kant Munjal Non- Executive Director
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SHOWROOM
SSHO
E-Mail Id borastemotors@gmail.com
Table No.3.4 Showroom Profile
DEALER PROFILE
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Owner of the boraste hero motor crop showroom
Dipak Eakhnath boraste
Key people in the Boraste hero motor crop
Ashutosh Joshi
Supriya sule
Workshop Manager . Good life Executive
DEPARTMENT
Sales
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Service
HDFC
COMPETITORS
Bajaj
Honda
Royal Enfield
Tvs
PRODUCT PROFILE
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Products:
1}
Hero Maestro
2}
Hero Duet
3}
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Hero Pleasure
4}
Hero I-smart
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5}
Splendor pro
6}
Hero Glamour
7}
25
Hero Achiever
8}
Hero HF-Deluxe
9}
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Hero Passion Pro
10}
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Definition:
Meaning:
Consumer behavior is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioral responses that precede or follow these activities.
Consumer behavior emerged in the 1940s and 50s as a distinct sub-discipline in the marketing
area. Consumer behavior is an inter-disciplinary social science that blends elements
from psychology, sociology, social anthropology, ethnography, marketing and economics,
especially behavioral economics. It examines how emotions, attitudes and preferences affect
buying behavior.
The study of consumer behavior is concerned with all aspects of purchasing behavior -
from pre-purchase activities through to post-purchase consumption, evaluation and disposal
activities. It is also concerned with all persons involved, either directly or indirectly, in
purchasing decisions and consumption activities including brand-influencers and opinion leaders.
Research has shown that consumer behavior is difficult to predict, even for experts in the
field. However, new research methods such as ethnography and consumer neuroscience are
shedding new light on how consumers make decisions.
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Problem identification :-
The process start when the buyer recognize the 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 speak an interest in a product categories .they can the develop
marketing strategies that trigger consumer interest
Information Search :
The consumer tries to collect information regarding various product & service .through
gathering information , the consumers learns about completing brands and their features.
Information may be collected from magazines,catalogues,retailers, friends ,family members,
business association , commercial ,chamber of commerce, telephone directory, trade fair
etc.marketers should find out the source of information and their relative degree of importance to
the consumes.
Evaluation of alternative :There is no. Single process used by all consumer by one consumer is
all buying situations .there is several first ,the consumer process ,some basic concepts are:
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
From among the purchase of alternative the consumer makes the solutions it may be buy or not
to buy .if the decision is to buy .the other additional decision are;
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From whom to buy a bike ?
The marketer up to this stage has tried every means the market up to this stage has tired every
means to influence the purchase behavior, but choice is properly consumers .in the evaluation
stage the consumer forms preferences amoung the brands in the choice set. The consumer may
also form an intention to but the most preferred brand.
After purchase the product, the consumer will experience the same level of product.The
market ‘s job not end when the product is buying must monitor post purchase satisfaction ,post
purchase action ,post purchase use and disposal
The buyer ,S satisfaction is a function of closeness between the buyer ,S expectation and
the products perceiver performance .The larger the gap between expectation and performance
,the greater the consumer dissatisfaction .
The marketer should also monitore new buyers use and dispose of the product . If the
consumer sstore 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 is
especially it can be hurt the environment .
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4.2 LITERATURE REVIEW
September 2014
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The purpose of this study is to investigate internal and external influences on consumer
purchasing decision on hero product in pimplegaon and rural area. The questionnaires were
given to 150 consumers who are all sing hero product. The first section of the instrument
consisted of forced-choice question about demographic characteristics:gender, age, occupation,
monthly income level. The second section variables chosen for this study in order to measure the
influence of consumer buying behavior in hero products.
2) Bhuvan Lamba
March 2012
A Brand to some may be a simple name, logo or symbol whereas to others it may be a
promise, guarantee, reputation or identification. Branding is a process of stamping a product
or a group of products or something else which the marketer offers, with same identifying
name and mark or combination of both.it creates, individuality in the offering facilities it to
be easily distinguished and recognized in in the market from rival offering the purpose of the
study Is to examine the influence of brand on consumer‘s buying behavior.
MARCH 2012
The purpose of this paper is to investigate the buying behaviour of consumers in
Pimpalgoan and compare the consumers’ behaviour of urban consumers and rural consumers in
Pimpalgoan. The data are collected from 160 consumers from all over the pimpalgoan in rural
area through a structured questionnaire used to analyze the results. To check consumer
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preferences while making a purchase decision .This describes better results. Our findings
indicate that rural consumers more focus on the features of Bike. Other hand urban consumers
more focus on Style of Bike and brand image of bike.
4) J.PADMATHY , R.SARASWATHY
FEBRUARY 2016
The demand for Hero products in Indian has been growing significantly for the past five
years..Consumers are willing to pay more for Hero Product. The increasing numbers of
consumers who prefer and are willing to buy these products are subjected to the buying process.
Consumers have different buying behaviours and these behaviours are constantly changing as a
result of the availability of best alternatives to choose from. Products are chosen for numerous
reasons. Overall, the buying process is extremely fast-paced today. Hence, the present study is
conducted to explore the extent of the impact of consumers ‘buying behaviour towards the
marketing of Hero products in Pimpalgoan. The study investigates the relationship between
variables that affect consumers ‘buying behaviour for Hero products and identifies the price
levels consumers prefer to pay for Hero products in the area.
December, 2016
The origination of the internet created an entire new experience for consumers regarding
gathering information, comparing products or prices and the possibility of purchasing on the
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internet. Therefore consumer behaviour on the internet is an important factor for marketers. To
predict consumer behaviour on the internet marketers need to understand how, where and why
consumers behave online. This paper tries to analyse studies done by various researchers in order
to explore what online channels consumers use when they are in a particular stage of the buying
decision process (BDP). The study will create more understanding about why and how on-line
consumers go through their buying decision process (BDP). It will be helpful in drawing a
modified and more effective marketing policy.
Reference:
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2) “ A study on Influence of brands on consumer’s Buying Behavior”
4) A study on the consumers' buying behaviour towards organic food products in thanjavur
district.
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5.1 RESEARCH METHODOLOGY
RESEARCH
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying now research is done systematically. In that various steps,
those are generally adopted by a researcher in studying his problem along with the logic behind
them.
METHODOLOGY
It is important for research to know not only the research method but also know
methodology. ”The procedures by which researcher go about their work of describing, explaining
and predicting phenomenon are called methodology.” Methods comprise the procedures used for
generating, collecting and evaluating data. All this means that it is necessary for the researcher to
design his methodology for his problem as the same may differ from problem to problem.
RESEARCH METHODOLOGY
Data collection is important step in any project and success of any project will be largely
depend upon now much accurate you will be able to collect and how much time, money and
effort will be required to collect that necessary data, this is also important step. Data collection
plays an important role in research work. Without proper data available for analysis you cannot
do the research work accurately.
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Research Design
Research Type Descriptive Research
Data Collection
Primary Questionnaire, observation,Face To face interview
Research Design:
The collected are fact, figure and other relevant material, past and present serving as basis for
study and analysis. It can involve collection of quantitative information that can be tabulated
along a continuum in numerical form descriptive research involve gathering data they describe
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events and then organizes, tabulated, depicts and describes the data collection (Glass &
Hopkins,1984). It often uses visual aids such as graphs and charts to aid the reader in
understanding the data distributions.
Convenience Sampling:
1. Highly vulnerable to selection bias and influences beyond the control of the researcher
3. Studies that use convenience sampling have little credibility due to reasons above
5.2 LIMITATION:
When the manager are busy we can’t get accurate data from them .
During survey some respondents may not give answer in a proper manner.
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Need &importance of study:
Customers consider various factors for purchasing of bikes in Hero Moto crop Ltd.
(Formerly Hero Motors Ltd.)The Factors they consider are based on certain demographic
variables such as income, age occupation etc.it also depends on attributes and life performance of
the customer buying behavior becomes essential to get a competitive edge.
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Answer Count Percent
1. Male 134 84%
2. Female 26 16%
Total 160 100%
Table No. 6.1 Gender Profile
Gender Profile
Female; 16.00%
Male; 84.00%
Interpretation
This graph shows that Hero motors has 84% of Male And 16% Female This shows that
Boraste motors has fewer Male And Female as compared.
2) Age profile?
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Table No. 6.2 Age profile
46.88%
50.00%
45.00% 40.00%
40.00%
35.00%
30.00%
25.00%
20.00% 12.50%
15.00%
10.00%
0.62%
5.00%
0.00%
18-20 21-29 30-39 40&above
Interpretation:
41
Above graph shows are 0.62% of respondents in age group of 18-20,46.88%of respondents
in age group of 21-29,40.00% of respondents in age group of 30-39 And remain 12.50%
respondents are comes in 40 & above.
3) Occupation Profile?
Occupation Profile
60.00% 51.88%
50.00%
40.00%
30.00% 21.88%
18.75%
20.00%
7.50%
10.00%
0.00%
Business Service Student Agriculture
Interpretation:
42
Above chart shows that 51.87% respondents are serviceman out of 160 and 21.88% are the
businessman.18.75%respondents are the agriculture and remain 7.50% are the respondents’
students.
60.00%
51.25%
50.00%
36.88%
40.00%
30.00%
20.00%
6.87%
10.00% 5.00%
0.00%
10000 10001-15000 15001-20000 20001&above
Interpretation:
43
Above graph shows that 51.25% of respondents are income in 10000, second 36.88% of
respondents are of 10001-15000 in Income level. 6.87%of respondents are of 15001-20000, and
remain 5.00%of respondents above 20001 of income level
One ; 15.64%
Four ; 1.26%
Three; 28.03%
Two ; 55.07%
44
Interpretation:
It shows that 15.62% respondents have only one family member who is earning, 55% have
two family members, 28.13% have three family members and 1.25% have four family member
1. Yes 94 59.12%
2. No 65 40.88%
No ; 41%; 40.88%
Interpretation:
45
1} 59.12 % respondents have own bike .
45.00%
41.88%
40.00%
35.00%
30.00%
25.00% 24.38%
20.00%
21.25%
15.00% 12.50%
10.00%
5.00%
0.00%
News Pepar
T.V Advertisement
Friends And Relative
Other
Interpretation:
46
Above graph shows that 41.88% respondents are come to know from the friends and
relative. Then 24.38%respondent are come to know from the T.v.
Advertisement.21.25%&12.50%rspondents are come to know from the other &newspaper.
Interpretation
47
Above Graph shows that 50% respondents take decision by self for purchasing bike.20.89 % of
the respondent take decision by father for purchasing bike. And 23.41 %of the respondent take
decision by other for purchasing bike 5.70 % of the respondent take decision by mother for
purchasing bike .
1. By cash 40 25.49%
Source of finance
By cash ; 25.49%
By Loan; 74.51%
48
Interpretation
Above graph shows that 74.51% people purchase hero bike for by loan and 25.49% people
purchase hero bike from cash .
Brand Reputation
Brand reputation
35.00%
30.00%
25.00%
17.50%
20.00%
11.88%
15.00%
10.00%
5.00%
0.00%
Most Important More Important Important Less Important 0.00%
Least Important
Interpretation
49
2} 35.00 % of the respondents told that brand is more important .
4} 11.88 % of the respondents told that brand is less important .& 0.00% of the respondents told
that brand is least important .
Style
Style
40.00% 37.50% 37.50%
35.00%
30.00%
25.00%
20.00%
15.00% 12.50%
10.00%
10.00%
5.00% 2.50%
0.00%
Most Important More Important Important Less Important Least Important
Interpretation
50
2} 37.50 % of the respondents told that style is more important .
4} 10.00 % of the respondents told that style is less important .& 2.50 % of the respondents told
that style is least important .
Colure
Colour
45.00%
45.00%
40.00% 33.12%
35.00%
30.00%
25.00%
20.00%
10.62%
15.00%
5.62% 5.62%
10.00%
5.00%
0.00%
Most Important More Important Important Less Important Least Important
Interpretation
51
3} 45.00 % of the respondents told that colour is important .
4} 5.62 % of the respondents told that colour is less important .& 10.62 % of the respondents
told that colour is least important .
Price
Price
80.00% 72.50%
70.00%
60.00%
50.00%
40.00%
30.00% 23.75%
20.00%
10.00% 3.75%
0.00%
Most Important More Important Important 0.00%
Less Important 0.00%
Least Important
Interpretation
52
2} 23.75 %of the respondents told that price is more important .
4} 0.00 %of the respondents told that price is less important . & 0.00 %of the respondents told
that price is least important .
Pickup
Pickup
50.00% 46.88%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00% 16.88% 16.25%
15.00% 13.75%
10.00% 6.25%
5.00%
0.00%
Most Important More Important Important Less Important Least Important
Interpretation
53
2} 46.88 %of the respondents told that pickup is more important .
Mileage
Mileage
76.88%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
13.75%
20.00% 8.75%
10.00% 0.62%
0.00%
Most Important More Important Important Less Important 0.00%
Least Important
Interpretation
54
2} 13.75 %of the respondents told that mileage more important .
Maintenance
Maintenance
49.38%
50.00% 41.88%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00% 8.12%
10.00%
0.62%
5.00%
0.00%
Most Important More Important Important Less Important 0.00%
Least Important
Interpretation
55
2} 41.88 %of the respondents told that maintenance more important .
30.85% 31.91%
35.00%
30.00% 26.59%
25.00%
20.00%
15.00% 9.57%
10.00%
5.00% 1.06%
0.00%
Performance Price Mileage Brand Image Finance Faculty
Interpretation
56
2} 30.63 %Of the respondents talk about that price .
4} 8.75 % of the respondents talk about that brand image .& 0.62 % of the respondents talk about
that finance faculty.
Purpose of bike
37.23%
40.00%
35.00%
26.59%
30.00%
25.00% 20.21%
15.95%
20.00%
15.00%
10.00%
5.00%
0.00%
Status symbol utility vehicle Long Journey Vehicle Style
Interpretation
57
The above graph shows that 21.25% respondents want to purchase bike for status in society,
37.5% are want it as for daily use purpose, 32.5% are want for use in long journey and 8.75%
want it just for showing style.
20.00%
15.00%
10.00% 4.25%
5.00%
0.00%
Very satisfied Satisfied Neutral Dissatisfied 0.00%
Very Dissatisfied
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Interpretation
Above chart shows that 31% respondents are very satisfied with the features of their bike, 37%
are satisfied, 31% are little bit but not fully Neutral and there is 1% respondent is dissatisfied.
30.00% 25.00%
25.00% 20.00%
17.50%
20.00%
15.00%
10.00%
2.50%
5.00%
0.00%
Motor bike Scootor Electric bike Can't Say I don't want buy one
Interpretation
59
The above graph shows that 2.50% respondents will buy Motor bike, 20% will buy Scooter, 35%
will buy Electric bike, 25% respondents are not sure what they want to buy in future and 17.50%
respondents are not interested to buy two wheelers in future
FINDINGS OF STUDY :
2} The study shows that 41.88% respondent had knowledge through friends &relatives.
3} the study shows that 50.00% of the respondents take decision by self for purchasing bike.
5} Respondents told that price 72.50%, mileage76.88%, maintenance 49.38% is most important
7} Respondents told that style 37.50% ,brand 35.62% ,color 45.00%, are important
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CONCLUSIONS
In short two wheelers industries is more volatile and there is through competition in it, no doubt
there are lost of opportunities existing in it for success they must have something innovative in
their categories
Currently in India more customers are shifting to bike are most cost effective ,more fuel effective
and easier to maintain. There are lots of unique feature offered by the hero company .the dealers
of the company are more optimistic about their future growth.
the study shows that people getting knowledge by friends and relative. Self is decision maker for
purchasing bike in your family. Show above the graph respondents by purchasing bike by loan.
Mostly respondents told that Price, mileage, maintenance are most important .Mostly
respondents told that Style, pickup is more important. Mostly respondents told that style, brand,
and colour are important.
This study shows that Hero product have lowest price range as compared to competitors in
Nashik district.
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SUGGESIONS
1} The Showroom must go for some promotional activities rather than T.V. Advertisement,
hoarding and newspaper
2) The showroom has to conduct the periodical meetings with customers and take the valuable
suggestion
3) The showroom may adopt policy of discounts cards and gifts to customers while purchasing
the products.
4) Innovative efforts must be launched to improve the position through better marketing
strategies.
5) The store staff should be trained adequately so as to “convince” the potential buyers, because
his performance on jobs has great impact on sale of a product
62
9.1 Bibliography:
2) Global Journal of Management and Business Research Volume 12 Issue 6 Version 1.0
March 2012 Type: Double Blind Peer Reviewed International Research Journal
Publisher: Global Journals Inc. (USA) Online ISSN: 2249-45
3) ISSN: 2321-0346 - ONLINE ISSN: 2347-1670 - PRINT -IMPACT FACTOR: 1.590
VOLUME 4, ISSUE 2, FEBRUARY 2016
4) International Journal of Information Research and Review Volume 03, Issue, 12, pp.
3385-3387, December, 2016
5) Marketing management- "Philip Kotlar" [Prentice Hall of Indian Pvt. Ltd. new Delhi-
110002,2003.] 11th Edition
9.2 WEBLIOGRAPHY
www.Scribd.com
63
www.projects4mba.com
www.docstoc.com
www.heromotorcrop.com
QUESTIONNAIRE
Name:-
Mobile no.:-
Address:-
Gender: - 1) Male. 2) Female
64
1) Earning member of the family?
A) One. B) Two. C) Three. D) four
A) Yes. B) No.
A) Father. B) Mother
C) Self. D) Other
A) By cash. B) By loan
Brand reputation
Style
65
Colure
Price
Pickup
Mileage
Maintenance
66