Professional Documents
Culture Documents
Amity University Uttar Pradesh Noida: Amity School of Business
Amity University Uttar Pradesh Noida: Amity School of Business
On
Batch: 2016-19
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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)
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COMPLETION CERTIFICATE
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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.
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ACKNOWLEDGEMENT
Signature
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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
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1.0 INTRODUCTION
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
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1.4 MARKETING MIX (4 P’s)
1.4.1 PRODUCTS
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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
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
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
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.
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.
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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?
Research Plan
Design Descriptive
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4.0 DATA TABULATION, ANALYSIS AND RESULT
Gender Percentile
Gender
Male 70
30%
Female 30 Male
70% Female
Total 100
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
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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
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
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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
Medium Percentile
Percentile
Newspaper 27
10% Newspaper
Television 23
27%
Television
Friends & family 40
Friends &
40% family
Others 10
23% Others
Total 100
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7. Who is the decision maker for purchasing motorcycle in your family?
Mother 9
Father
Self 43 Mother
43% 45%
Self
Other 3 Other
Total 100 9%
Source Percentile
Source of Finance
Cash 30
30%
Loan 70 Cash
70% Loan
Total 100
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9. Which factor influences you to buy Hero motorcycle?
(i) Brand
(ii) Style
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(iii) Colour
More important 25
Most important
25% More important
Important 5
Important
70%
Less important
Less important 0
Least important
Least important 0
(iv) Price
Least important 0
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(v) Pick up
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
Least important 0
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(vii) Maintenance
Least important 0
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5.0 FINDINGS, RECOMMENDATIONS & LIMITATIONS
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
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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: ------------------------------------------------------------------------------------------
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1. Do you own a motorcycle?
(a) Yes ( ) (b) No ( )
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