A SlJRVEY ON CONSlJMER PERCEPTION Of' HERO HONDA

SPLENDOR +

CHAPTER 4

Research Methodology

Statement of the Problem:

The knowledge of post purchase consumer perception of a product and
level of satisfaction with a product is essential for the manufacturers of a
product in
order to get an idea about what the general consumer perceives about the
product. This helps the manufacturer to know where his product is lacking as
compared with a competitor.
Now a days the competitors are Bajaj, Suzuki,Yamaha,Honda and TVS , in
the two-wheeler market. It is much important to any manufacturer to understand
th3e8 A survey on Consumer Perception of Hero Honda Splendor plus level
of satisfaction to their product and they should manufacture and provide the
services to their customers in such a way that it should provide complete
satisfaction to it's customers. Then only they can compete in this competitive
world. Hence today study aims at analysis of "consumer perception towards
splendor plus '' in S.S MOTORS, SANGLI.

Title of the report:

"Consumer Perception of Hero Honda Splendor Plus."
Objectives of the study:
The Primary Objectives are:-
1. To understand, analyze and evaluate the opinion of the consumers'
perception on splendor plus.
Ritesh Lingale Sanjay Ghodawat University Page 1
 A SlJRVEY ON CONSlJMER PERCEPTION Of' HERO HONDA
SPLENDOR +
2. To know, what are the factors influencing the consumer's while deciding
to purchase the Splendor plus.
3. To provide information helpful to S.S MOTOR [Dealers of Splendor
plus] in planning and implementing of marketing approach towards the
buying
motives of splendor plus bike owners and to know their satisfaction.
4. To know the level of satisfaction among the owners and users of
splendor plus.

Scope of the Study:

The study covers the over all consumer opinion survey on splendor plus and is
restricted to sangli only. The study is done to analyse the consumer perception
towards the splendor plus. The survey was conducted from 25th Feb to 18TH
April 2010, and the response relate to that period only.

Sampling Size:
A few people or a unit of population called as sample size was taken to
obtain representative sample of the whole universal.
The data collection of this study is limited in sangli city. The researcher has
randomly selected five blocks in sangli and each block consists 20 respondents
of splendor plus owners.

METHODOLOGY OF THE STUDY

Sources of Data
□ Primary Sources.

□ Secondary Sources.
Ritesh Lingale Sanjay Ghodawat University Page2
Primary Sources:
Primary sources are original sources directly collected data that have not been
previously collected.
Primary data in this research was obtained through questionnaires and direct
interview.
□ Questionnaires, with close ended questions and few open ended questions.
□ Through personal interviews - to collect information on responses requiring
an explanation and also information vital to the study but not covered in the
questionnaires.

Secondary Sources:
These are sources containing data that have been collected and compiled for
another purpose. Secondary data for the study is obtained through the
company's brochure and information from library and through internet source
[web site of Hero Honda Company: WWW. Hero Honda.com.

DATA COLLECTION INSTRUMENT:

In this study the main tool used for data collection is questionnaire. The
questionnaire construction consists of 5 steps:-
□ Specifying the information needed.
□ Determining the type of questions to be asked.
□ Deciding the number and sequence of questions are to be asked.
□ Preparing the preliminary draft of questionnaire.
□ Revising and pretesting the questionnaire.
 DATA PROCESSING AND ANALYSIS:
Validation:
The researches routinely checked the some proportion of questionnaire in order to
check, whether an accurate sample was obtained.
Editing:
In the second step the researches edited the data and some of the questions were
found not necessary in order to extract the relevant information. Hence the
questions prepared are modified in order to extract the relevant information.
Coding:
Pre coding is done which involves identification and classification of each
responses.
Transcription: Since direct tabulation from the edited data is difficult the
researcher used the transcription process [in a long work sheet] rather than
obtain tabulation directly.
Tabulation:
After the Transcription of data is over. Percentages were used to analyze
data. Data collected is depicted through tables, graphs and pie-charts.

OPERATIONAL DEFINITION OF CONCEPTS:

Perception:
It is the process by which people, select, organize and interpret information to
form a meaningful picture of the world.
Consumer Behavior: It is defined as the behavior that consumers display in
searching for, purchasing using and evaluating products ideas and services their
expect will satisfy their needs. In this study behavior of the splendor plus
consumers are studied.
Product:
A product of utilities comprising of various products features and accompanying
services. To my study the product is splendor plus two wheelers.
Marketing:
A human activity directed at satisfying needs and services. Splendor plus to
this study of market area is five Blocks of sangli.
Attributes:
The salient features of a product marketing mix. It is a strategy where by all the
elements involved in successful retaining [right product at right price, effective
promotion, advantageous location, etc] are blended together is such a way so as to
satisfy the customer.
Retail Selling:
Retail marketing is a concept in which sales goals are set on the basis of market
potential for the new vehicles increased attention to the behavior of the consumer.
Consumer.
Retail marketing is more concerned with who is buying the splendor plus and the
underlying reasons for this behavior.
Reference Group:
An interactive group of people who influence an individual's attitudes and
behavior.
Advertisement:
A paid media for non-person communication from the manufacturer/dealer to the
consumer, creating the awareness of product's activity and services.
Brand Preference:
Is the selective preference a consumer accords to a particular brand of a product in
comparative evaluation with other available brands.
 A SlJRVEY ON CONSlJMER PERCEPTION Of' HERO HONDA
SPLENDOR +

Limitations of the Study:

1.The sample size is restricted to 100 respondents due to time and cost constraints.
2. The responses of 100 respondents considered to be the fair representation of
the universe.
3. As for as secondary data is concerned most of the information and official
records are located in different cities and they are not within the reach.
4. The data collected from the respondents assumed to be fair and unbiased.
5. The study focuses mainly on the consumer who own splendor plus and
the potential consumers.