rakshithaaa final

INTERNSHIP REPORT
A STUDY ON CONSUMER BUYING BEHAVIOUR ON HERO

MOTORS AT MANJUNATHA MOTORS [SIDLAGATTA]
Internship Report submitted in partial fulfilments of the requirements for the award of the degree.
BACHELOR OF COMMERCE
OF
BENGALURU NORTH UNIVERSITY
SUBMITTED BY
RAKSHITHA P S
U19RK21C0097
Under the guidance of

Mr MURALIDHARA SIR
Assistant Professor
Department of commerce [B COM]
PRAGATHI FIRST GRADE COLLEGE
VIJAYAPURA, BANGLORE NORTH-562 135
2023 - 2024
GUIDE CERTIFICATE
This is to certify that Ms. RAKSITHA P.S. bearing Register Number U19RK21C0082, who
is a student of VI semester B.COM Program, has undertaken a research study on topic A
Study On Consumer Buying Behaviour On Hero Motors At Manjunatha Motors under my
guidance. This report is being submitted in partial fulfilment of the requirements for the
award of the degree of BACHELORE OF COMMERCE of BENGLORE North University.
This Organizational Study is based on the original research and has not formed the basis for
the award of any degree/ diploma/ prize by BENGLORE North University or any other
University.
Place: VIJAYAPURA
MURULIDHARA.M SIR
PRAGHATHI FIRST GRADE COLLEGE
STUDENT DECLARATION
I, hereby declare that this report entitled a study on “A Study On Consumer Buying Behaviour
On Hero Motors At Manjunatha Motors” during The summer vacation between the period
from 28/03/2024 to 12/04/2024” MANJUNATHA MOTORS, SIDLAGATTA Branch”
under the supervision and guidance of MURALIDAR SIR, Assistant professor of Commerce,
PRAGATHI FIRST GRADE COLLEGE, VIJAYAPURA
PLACE: SIDLAGHATTA RAKSHITHA P S

DATE: U19RK21C0097
ACKNOWLEDGMENT
I wish to express my sincere thanks to Principal Dr.NAGARAJA N, and Assistant Professor

MULARALIDHARA SIR, of PRAGATHI FIRST GRADE COLLEGE, VIJAYAPURA,
for providing me an opportunity to prepare the project and present it.
I feel to acknowledge my indebtedness and deep sense of gratitude to my guide

MURALIDAR SIR whose valuable guidance and kind supervision given to me throughout
the course which shaped the present work as its show.
I take this opportunity and thanked to the Manager of MANJUNATHA MOTORS

SIDLAGHATTA, Authorised hero space and service centre for his whole hearted guidance
and suggestions at each and every stage of the project.
Last but not the least I take this opportunity to thank my parents and Friends for their
encouragement without which this project would not have been a success.
Date:
Place: SIDLAGHATTA
RAKSHITHA P S
TABLES OF CONTENTS
SL NO CONTANTS PAGE NO
1 INTRODUCTION 1 – 10
2 DESCRIPTION OF ORGANISATION 11 - 17
3 EXPERIENCAL LEARNING 18 - 25
4 INTERNSHIP OUTCOME AND CONCLUSION 26 - 29
5
BIBLIOGRAPHY 30
6
ANNEXURE 31
EXECUTIVE SUMMARY
PURPOSE
Today lots of competition in two wheeler industries and four wheeler industries faced by
marketer, so ever marketers must be know the consumer preference about two wheeler and
four wheeler provide them what type they want. this research measures the different
components of consumer preference, which are help and provide guidance to those decisions
Certainly, here’s a detailed executive summary of a study on consumer buying behavior

related to Hero Moto Corp The study on consumer buying behavior for Hero Moto Corp, the
world’s largest two-wheeler manufacturer by volume, offers insights into customer
satisfaction and preferences within the Indian market. Hero Moto Corp is renowned for its
fuel-efficient bikes and longevity, with a product range that spans across economy, executive,
and premium segments. The Splendor model, in particular, stands out as the most successful
product, accounting for a significant portion of the company’s turnover.
The research covers several key areas:
 Introduction and History: It provides an overview of Hero Moto Corp’s

establishment and evolution in the two-wheeler industry.
 Strategic Planning: The study examines the company’s vision, mission statement,
and customer-driven marketing strategies.
 Market Segmentation, Targeting, and Positioning: It analyses how Hero Moto
Corp segments its market, targets potential customers, and positions its products to
meet diverse consumer needs.
 Consumer Satisfaction: The research delves into the satisfaction levels of consumers
with Hero Moto Corp’s products, exploring factors that influence their purchasing
decisions.
This summary encapsulates the essence of the detailed study, highlighting the strategic
approach Hero Moto Corp employees to maintain its market leadership and cater to the
evolving demands of its customers.
A STUDY ON CONSUMER BUYING BEHAVIOUR ON HERO MOTORS
AT SIDLAGHATTA
EXECUTIVE SUMMARY
PURPOSE
Today lots of competition in two wheeler industries and four wheeler industries faced by
marketer, so ever marketers must be know the consumer preference about two wheeler and
four wheeler provide them what type they want. this research measures the different
components of consumer preference, which are help and provide guidance to those
decisions Certainly, here’s a detailed executive summary of a study on consumer buying
behavior related to Hero Moto Corp: The study on consumer buying behavior for Hero
Moto Corp, the world’s largest two-wheeler manufacturer by volume, offers insights into
customer satisfaction and preferences within the Indian market. Hero Moto Corp is
renowned for its fuel-efficient bikes and longevity, with a product range that spans across
economy, executive, and premium segments. The Splendor model, in particular, stands out
as the most successful product, accounting for a significant portion of the company’s
turnover.
The research covers several key areas:
 Introduction and History: It provides an overview of Hero Moto Corp’s

establishment and evolution in the two-wheeler industry.
 Strategic Planning: The study examines the company’s vision, mission
statement, and customer- driven marketing strategies.
 Market Segmentation, Targeting, and Positioning: It analyses how Hero Moto
Corp segments its market, targets potential customers, and positions its products to
meet diverse consumer needs.
 Consumer Satisfaction: The research delves into the satisfaction levels of
consumers with Hero Moto Corp’s products, exploring factors that influence
their purchasing decisions.
This summary encapsulates the essence of the detailed study, highlighting the strategic
approach Hero Moto Corp employees to maintain its market leadership and cater to the
evolving demands ofits customers.
PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 1

A STUDY ON CONSUMER BUYING BEHAVIOUR ON HERO MOTORS AT
SIDLAGHATTA
CHAPTER 01
INTRODUCTION
MEANING: consumer buying behavior is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It involves processes and activities people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services.
DEFINITION: consumer buying behavior can be articulated as the decision processes and acts of
people involved in buying and using products. It is the subset of the larger field of marketing that
studies how the emotions, attitudes, and preferences affect buying behavior of individuals or groups.
Understanding consumer buying behavior is crucial for marketers as it helps them to:
 Understand the needs and desires of consumers.

 Develop products and services that will satisfy those needs.
 Determine the best ways to present these products and services.
 Identify the most effective marketing strategies to influence purchase decisions.
OBJECTIVES OF THE STUDY
Consumer buying behavior is influenced by various objectives that individuals seek to fulfill when making
purchasing decisions. Some of the key objectives include:
1. Utility Maximization: Consumers aim to maximize the satisfaction or utility they derive from a product or
service. This involves selecting options that provide the most value or benefit relative to their costs.
2. Value Optimization: Consumers often seek products that offer the best value for money, considering both
the quality and price. Value is subjective and can vary based on individual preferences and perceptions.
3. Need Fulfillment: Buying behavior is often driven by the need to fulfill basic or higher-level needs, as
proposed by Maslow's hierarchy of needs. These needs may include physiological (food, shelter), safety,
social belonging, esteem, and self-actualization.
4. Rational Decision Making: Consumers may make decisions based on logical reasoning and weighing of
pros and cons. This can involve comparing features, prices, reviews, and other objective criteria to make
informed choices.
5. Emotional Satisfaction: Many purchasing decisions are driven by emotions such as desire, excitement,
pleasure, or even fear. Emotional factors can heavily influence consumer behavior, often more so than
rational considerations.

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6. Social Influence: Consumers may buy products to conform to social norms, fit in with a particular group,
or signal their identity and status. Social factors include peer pressure, cultural influences, and societal
expectations.
7. Risk Reduction: Consumers seek to minimize perceived risks associated with a purchase. Risks can
include financial risk, performance risk (whether the product will work as expected), social risk (how others
will perceive the purchase decision), and psychological risk (regret or guilt).
8. Convenience and Accessibility: Consumers prioritize convenience and accessibility when making
purchases. This includes factors such as ease of purchase, availability, delivery options, and post-purchase
support.
9. Environmental and Ethical Considerations: Increasingly, consumers are concerned about the
environmental impact of their purchases and the ethical practices of the companies they buy from. These
factors can influence buying behavior, especially among socially conscious consumers.
10. Habit and Past Experience: Consumer behavior can be influenced by habits and past experiences with
products or brands. Habitual buying behavior involves repeat purchasing of familiar products out of routine
or convenience.
Understanding these objectives helps businesses and marketers tailor their products, services, and marketing
strategies to better meet consumer needs and preferences, ultimately influencing buying behavior and
decision-making processes.
IMPORTANCE OF CONSUMER BUYING BEHAVIOUR
Certainly! Here are explaining the importance of consumer buying behavior:
o Understanding Needs and Wants: Consumer behavior begins with recognizing needs or
wants. By studying this, businesses can tailor their offerings to meet specific consumer
requirements.
o Information Search: Consumers actively seek information before making a purchase.
Understanding their search patterns helps companies optimize marketing efforts and
providerelevant content.
o Evaluation of Alternatives: Consumers compare different products or services based on
features, quality, price, and other factors. Businesses benefit by knowing criteria
consumersuse for evaluation.
o Purchase Decision: The decision-making process culminates in the actual purchase.
Businesses need to understand the triggers that lead to this decision to optimize
salesstrategies.
o Post-Purchase Evaluation: After buying, consumers assess their satisfaction. This impacts
brand loyalty and repeat purchases. Companies can enhance customer experience by
addressing post-purchase concerns.

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o Product Success or Failure: Failing to understand consumer reactions can lead to product
failure. Knowing consumer behavior helps companies avoid costly mistakes.
o Customer-Centric Approach: Emphasizing the ―why‖ and ―how‖ from the customer’s
perspective allows businesses to make better decisions and improve customer
satisfaction.
o Competitive Edge: Companies that grasp consumer behavior gain a competitive advantage.
They can tailor their offerings, enhance customer experience, and build lasting
relationships.
Remember, consumer behavior isn’t just about individual choices—it shapes entire markets and
influences business success! Effective Resource Utilization: Understanding consumer behavior
optimizes resource allocation.
FEATURES OF THE STUDY
1. Need Recognition: The buying process begins when a consumer recognizes a need
or problem. This can be triggered by internal factors (such as hunger or thirst) or
external stimuli(like advertising).
2. Information Search: Consumers actively seek information about potential
solutions. They may use personal experiences, friends’ recommendations, online
research, or visit stores to gather information.
3. Evaluation of Alternatives: Consumers compare different options based on criteria
such as price, quality, features, and brand reputation. They weigh the pros and cons
before making a decision.
4. Purchase Decision: After evaluating alternatives, consumers make a choice.
Factors influencing this decision include personal preferences, budget
constraints, and perceived value.
5. Post-Purchase Behaviour: Consumers assess their satisfaction after the
purchase. If they experience dissonance (doubt), they seek reassurance or return
the product.
6. Cultural Influence: Culture, subculture, and social class impact buying behaviour.
Culturalnorms, values, and rituals shape preferences and choices.
7. Social Factors: Reference groups (family, friends, colleagues) influence
decisions. Socialstatus, lifestyle, and peer pressure play a role.
8. Psychological Factors: Motivation, perception, learning, and memory affect
buying behaviour. Emotions and attitudes also come into play.

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9. Situational Factors: The context matters. Time pressure, physical
surroundings, and momentary needs impact decisions.
10. Online vs. Offline Behaviour: E-commerce and digital platforms have transformed
consumer behaviour. Online reviews, personalized ads, and convenience drive
choices.
ADVANTAGES OF CONSUMER BUYING BEHAVIOUR
Consumer Buying Behavior:

1. Predicts Market Trends: By analyzing consumer behavior, businesses can predict future market
trends and adapt accordingly.
2. Increases Customer Satisfaction: Knowing consumer behavior helps in providing a better customer
experience.
3. Facilitates Personalized Experiences: Tailoring shopping experiences based on consumer behavior
can lead to increased loyalty.
4. Identifies New Opportunities: Studying consumer behavior can reveal unmet needs and new market
opportunities.
5. Helps in Segmentation: It aids in segmenting the market and targeting the right audience effectively.
6. Optimizes Pricing Strategies: Consumer behavior analysis can inform pricing strategies to maximize
profits.
7. Enhances Customer Service: Understanding behavior patterns allows for improved customer service
and support.
8. Drives Innovation: Consumer feedback and behavior drive innovation and improvements in products
and services.
DISADVANTAGES OF CONSUMER BUYING BEHAVIOUR

Certainly! Here are some disadvantages associated with consumer Buying behavior:
1. Complexity and Multifaceted Influences:

o Consumer behavior is intricate and influenced by a multitude of factors including
cultural, social, and economic elements.
o Marketers must navigate this complexity to understand and predict consumer choices
effectively.
2. Changing Trends and Dynamics:
o Consumer behavior is not static; it evolves with societal trends, technological
advancements, and cultural shifts.
o Marketers need to stay updated and adapt their strategies accordingly.

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3. Inconsistency:
o Consumers rarely follow the same decision-making process for every

product orservice purchase.
o This inconsistency makes it challenging for marketers to stimulate needs or create
messages that enhance the likelihood of a purchase for their brand.
4. Limited Buyer Interest:

o Even well-marketed products or services may not pique consumer interest.
o Factors such as personal preferences, timing, and external influences play a role.
5. Social and Cultural Influences:

o Consumer behavior is influenced by social norms, cultural values, and peer groups.
o These factors can be difficult to predict and control, affecting marketing efforts.
SCOPE OF THE STUDY

scope of consumer buying behavior in detail. Here are points that highlight various aspects of
consumer behavior:
1. Demand Forecasting: Understanding consumer behavior helps businesses forecast demand.
By identifying customer needs and wants, companies can design and produce products
accordingly, leading to better market opportunities1.
2. Marketing Management: Effective marketing relies on understanding consumer behavior.
Knowing customer preferences allows businesses to plan and execute marketing strategies
more effectively
3. Non-profit and Social Marketing: Even non-profit organizations benefit from understanding
consumer behavior. Proper marketing plans help them achieve their goals and serve their target
audience better1.
4. Selecting Target Market: Consumer behavior assists in identifying target customers from the
market. By understanding their preferences, businesses can tailor their offerings to specific
segments1.
5. Market Mix: The four Ps of marketing (product, price, place, and promotion) are influenced
by consumer behavior. Businesses adjust these elements based on customer preferences1.
6. Educating Customers: Understanding consumer behavior helps educate customers about
product features, benefits, and value propositions1.
7. Assists in Designing Product Portfolio: By analyzing consumer behavior, companies can
create a diverse product portfolio that caters to different customer needs1.
8. Psychological Factors: Consumer behavior considers psychological aspects such as
perception, motivation, learning, and memory. These factors impact purchase decisions.
9. Consumer Decision Process: Understanding the stages consumers go through—from need

recognition to post-purchase evaluation—helps businesses tailor their strategies.
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TYPES OF CONSUMER BUYING BEHAVIOUR
Consumer buying behavior is a fascinating area of study that delves into the decision-making
processes of individuals and groups when they select, purchase, use, and dispose of goods and
services. It’s influenced by a variety of factors, including psychological, social, cultural, and
environmental aspects. Here’s a detailed look at the four main types of consumer buying behavior:
1. Complex Buying Behavior: This occurs when consumers are purchasing expensive,
infrequent items. They are highly involved in the purchase process and conduct extensive
research before making a decision. For example, buying a car or a house would typically
involve complex buying behavior.
2. Dissonance-Reducing Buying Behavior: In situations where consumer involvement is high
but there are few differences between brands, consumers engage in dissonance-reducing
buying behavior. This often happens with products like appliances or electronics, where
choices may be limited and the consumer is looking to reduce post-purchase dissonance.
3. Habitual Buying Behavior: When consumers have low involvement with the purchase and
there are few significant differences between brands, they exhibit habitual buying behavior.
This is common for everyday items like table salt or sugar, where a purchase decision doesn’t
require much thought.
4. Variety-Seeking Buying Behavior: This type of behavior is characterized by low consumer
involvement but significant perceived differences between brands. Consumers often switch
brands just for the sake of variety or novelty, as seen with products like snacks or drinks.
Understanding these behaviors is crucial for businesses as it helps them tailor their marketing
strategies and product offerings to better meet the needs and desires of their target audience. By
aligning with consumer behavior, companies can enhance their competitiveness and profitability.
TECHNIQUES OF CONSUMER BUYING BEHAVIOUR

Certainly! Consumer buying behaviour is a fascinating field that combines psychology, neuroscience,
and marketing. Here are some techniques and insights related to understanding and influencing
consumer behaviour:
1. Neuro marketing
Neuro marketing, also known as consumer neuroscience, leverages brain activity topredict and
influence consumer decisions.Researchers use functional magnetic resonance imaging (fMRI) and
electroencephalogram (EEG) scans to measure brain responses to stimuli likeadvertisements or
product packaging.
Physiological tracking, including eye movements and heart rate, provides additionalinsights.
Examples include brand recognition altering how the brain perceives a product andneural signatures

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indicating preferences for certain items1.
2. Classical Conditioning:
o This technique involves associating a product with specific cues through repeated
exposure.
o For instance, a jingle or logo becomes linked to a positive emotional response,
influencing buying decisions.
3. Scarcity Mindset:
o Creating a perception that a product is limited in quantity can drive urgency.
o Phrases like ―limited stock‖ or ―while supplies last‖ encourage consumers to act
quickly.
4. Social Proof:
o Implying that everyone is buying a product can influence potential buyers.
o Testimonials, reviews, and social media posts contribute to this effect.
5. Reinforcing Positive Beliefs:
o Companies can shape consumer behaviour by reinforcing new positive beliefs.
o For example, emphasizing a product’s health benefits or eco-friendliness can
influence purchasing decisions.
Consumer Buying Behaviour Process
The consumer Buying Behavior can be broken down into a series of tasks.

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Let us see them one by one:
1. Problem recognition
During this stage, the consumer becomes aware of an unfulfilled need or want. For example, his old
laptop may be broken and a need arises for a new laptop.
2. Information search
In this stage, the consumer gathers information relevant to solving his problem. Example, collection
of information about various laptop models.
3. Evaluation
The various alternatives are evaluated against the consumer’s wants needs, preferences, financial
resources etc.
4. Purchase
In this stage, the consumer will commit to a particular choice and make the final decision. The
choice maybe influenced by price and availability.
5. Post purchase evaluation
In this stage, the consumer evaluates whether the purchase actually satisfied her need or not
FACTORS INFLUENCING ON CONSUMER BUYING BEHAVIOUR
Consumer behavior is influenced by various factors. Here are five major factors that play a role in
shaping consumer buying decisions:
1. Psychological Factors:
Motivation: Basic needs (like food, shelter, and security) and higher-level needs (such as esteem and
self-actualization) motivate consumers to buy products and services.
Perception: Consumers form impressions about products based on advertisements, reviews, and
social media feedback.
Learning: Consumers acquire knowledge and skills related to products over time through experience.
Attitudes and Beliefs: These influence how consumers perceive and interact with brands.
2. Social Factors:
Reference Groups: Consumers look to their social circles for cues on what to buy.
Family: Family members’ preferences and opinions impact purchasing decisions.
Culture: Cultural norms, values, and traditions shape consumer behaviour.
3. Cultural Factors:
A group’s shared values and ideologies influence consumer choices.
Subculture: Subgroups within a larger culture (e.g., ethnic, religious, or regional) impact preferences.
Social Class: Socioeconomic status affects buying patterns.

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4. Personal Factors:
Age and Life Stage: Different life stages lead to varying needs and preferences.
Occupation and Income: Job roles and income levels impact purchasing power.
Lifestyle and Personality: Consumers with similar lifestyles tend to make similar choices.
5. Economic Factors:
Income: Higher income often correlates with increased spending.
Price Sensitivity: Consumers weigh prices against perceived value.
Economic Conditions: Economic stability or instability affects consumer confidence and spending.

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CHAPTER - 02
DISCRIPTION OF THE COMPANY
MANJUNATHA MOTORS Hero dealer in SIDLAGHATTA. Find SIDLAGHATTA

MANJUNATHA MOTORS Hero Showroom address and contact number here
MANJUNATHA MOTORS
NO-389, NEAR K S R T C BUS STAND,
OPP SHARADA CONVENT,
SIDLAGHATTA - 562105., SIDLAGHATTA, KARNATAKA:
Mobile No: 9448237043
Email: manjunathamotors.In@gmail.com
MANJUNATHA MOTORS, Hero Showroom may present in one or more location. Some
MANJUNATHA Motors Hero dealer may not sell all Hero models. Kindly confirm over the phone
before visiting the showrooms.
Hours of Operation
Monday 10:00 AM-6:00 PM
Tuesday 10:00 AM-6:00 PM
Wednesday 10:00 AM-6:00 PM
Thursday 10:00 AM-6:00 PM
Friday 10:00 AM-6:00 PM
Saturday 10:00 AM-6:00 PM

Sunday Closed

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Hero bikes available at MANJUNATHA MOTORS showroom in SIDLAGATTA.
HF Deluxe
SPLENDOR PLUS IBS i3S
SUPER SPLENDOR
Glamour

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Maestro Edge 125
XTREME 200S
Information about MANJUNATHA MOTORS, the official Hero Moto Corp dealer in
SIDLAGATTA:
 Address: No 389, SIDLAGHATTA, KOLAR - 562105, Opposite SHARADHA Convent.

 Phone: +918158254827
 Open Hours: Open until 07:00 PM today
Services Offered:
1. Sales: MANJUNATHA Motors offers a range of motorcycles and scooters from Hero Moto
Corp. You can explore their products, including new launches, practical models, executive
bikes, and performance-oriented options.
2. Service: They provide maintenance and repair services for Hero motorcycles and scooters.
Whether you need regular servicing, repairs, or spare parts, you can rely on MANJUNATHA
MOTORS.
Amenities:
 Free Parking: Convenient on-site parking is available.

 Payment Methods: They accept cash, cheques, debit cards, MasterCard, online

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DETAILED HISTORY MANJUNATHA MOTORS IN SIDLAGHATTA:
Hero Moto Corp: A Brief History
 Hero Moto Corp, formerly known as Hero Honda, is a trusted and well-known brand in the
two-wheeler industry. Established in 1984, it began as a joint venture between Hero Motor
Company and the Honda Group. Here are some key points about its journey:
o Joint Venture: Hero Honda Motors Limited was founded in DHUHARA, India,
with the MUNJAL family and Honda Group holding a 26% stake in the company.
o Affordable Two-Wheelers: In the 1980s, Hero Honda introduced cost-effective two-
wheelers to cater to India’s market. Their famous slogan was ―Fill it – Shut it – Forget
it.‖
o Technological Influence: Many technologies used in Hero two-wheelers were
inspired by Japanese expertise.
o Separation from Honda: In 2010, the two groups separated, and the MUNJAL
Family regained their stake. Subsequently, Hero Moto Corp Limited was
established in 2011.
o Global Reach: Hero Moto Corp expanded its reach by exporting vehicles to countries
in West Asia, Africa, and Latin America.
o Bangladesh Operations: In 2014, Hero Moto Corp partnered with the NILOY
Group to commence operations in Bangladesh. The Bangladesh plant started
production in 2017.
o Awards and Recognition
o Hero Honda was a trustworthy brand in India, receiving awards for “Best
Value forMoney Bike Maker” and “Best Advertising” in 2012.
o Forbes recognized Hero Moto Corp as one of the most reputable firms globally.
 Employee Strength:
o Hero Moto Corp currently employs 5,842 people and invests significantly in
employee benefits.
 Business Milestones:
o Till 2013, Hero Moto Corp had sold over 70 million two-wheelers.
o The iconic Hero Honda Splendor remains one of their most popular products.
MANJUNATHA MOTORS: Official Hero Moto Corp Dealer in SIDLAGHATTA
MANJUNATHA Motors serves as an official dealer of Hero Moto Corp in

SIDLAGHATTA, KOLAR.

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 Located at No. 389, SIDLAGHATTA KOLAR - 562105, opposite SHARADA
CONVENT, they offer a range of motorcycles and scooters.
 You can explore their products, including the latest models, and benefit from exciting offers
and deals.
 For any inquiries, you can contact them at +918158254827
VISSION AND MISSION
Certainly! Let’s dive into Hero Moto Corp’s vision, mission, values, and sustainability initiatives
in more detail:
1. Vision:
o Hero Moto Corp’s vision is to “Be the Future of Mobility.”
o They aspire to lead the industry by setting standards for design, functionality, and technology
in the world of two-wheelers.
o Sustainability is a key focus, and they are committed to shaping a greener, safer, and
equitable future12.
2. Mission:
o Hero Moto Corp’s mission revolves around creating value for their customers by
manufacturing affordable new-age mobility solutions.
o They empower people to move ahead in their lives, riding the wave of development and
innovation.
 Collaboration, inspiration, and responsible actions are at the core of

their mission:
 Collaborate: Work with co-workers and partners, drawing energy and

inspiration to excel and build a better world.
 Inspire: Develop a worry-free ecosystem conducive to sustainable mobility,
inspiring a new generation of social and environmental heroes1.
3. Values:
o Hero Moto Corp’s values guide their actions:
 Passion: Be bold, love what you do, and deliver your best.
 Integrity: Uphold ethics and do the right thing, even when no one’s
watching.
 Respect: Be confident yet humble. Appreciate everyone and celebrate
diversity.
 Courage: Take risks, question the status quo, and dare to be different.
 Responsible: Care for your team, organization, society, and the
environment.

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4. Sustainability Initiatives:
o Hero Moto Corp is committed to sustainable practices:
 Zero waste to landfill facilities by 2025
 Carbon-neutral operations by 2030
 Water-positive facilities by 2025.
5. Innovation and Global Footprint:
o Hero Moto Corp invests in research and development, filing patents, and scaling global
heights.
o Collaborations with partners like Harley-Davidson, ATHER Energy, and Zero Motorcycles
expand the electric vehicle ecosystem.
6. Preserving Biodiversity and Water Conservation:
o Hero Moto Corp actively contributes to preserving biodiversity and promoting water
harvesting measures.
In summary, Hero Moto Corp’s vision is to shape the future of mobility sustainably, and their mission
revolves around empowering people through innovative and affordable mobility solutions. They lead
with integrity, courage, and responsibility, aiming to inspire positive change in the world of
transportation.
STRUCTURE OF ORGANISATION
Creating a detailed diagram isn't possible here, but I can describe the typical organizational structure of Hero
MotoCorp:
1. Board of Directors: At the top of the hierarchy, responsible for major decisions and governance.
2. Managing Director & CEO: Typically the highest-ranking executive responsible for overall operations and
strategy.
3. Senior Management Team: Directly reporting to the CEO, this team includes executives overseeing key
functions like:
Finance: Responsible for financial planning, reporting, and management.
Operations: Overseeing manufacturing, supply chain, and logistics.
Marketing: Handling brand management, advertising, and market strategy.
Sales: Managing distribution channels and sales operations.
Human Resources: Responsible for workforce management, recruitment, and employee relations.
Research & Development: Driving innovation and product development.
Legal & Compliance: Ensuring legal adherence and managing regulatory affairs.
4. Regional/Divisional Heads: Responsible for specific geographic regions or product lines, reporting to
senior management.
5. Functional Departments: Departments such as IT, Quality Assurance, Corporate Communications, and
Customer Service, supporting core operations.
6. Production Units: Divisions responsible for manufacturing and assembly operations.

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PRODUCT AND SERVICES
Hero MotoCorp is an Indian multinational motorcycle .
Products: Hero MotoCorp produces motorcycles and scooters. Some of their popular models
include:
o Motorcycles: Xtreme 200S, Xtreme 160R, Pulse 200T, expulse 2004V (Latest
Edition)
o Scooters: Destini 125, Maestro Edge, Pleasure+
2. Market Share: Hero MotoCorp holds approximately 46% of the market share in the Indian
two-wheeler industry1.
3. Global Presence: With over 100 million customers worldwide, Hero MotoCorp continues
to be a leader in the industry, contributing to socio-economic progress and empowerment
through its range of products and services2.
Dealer Services: They provide free parking on-site and accept payment methods such as cash,
cheques, debit cards, MasterCard, and online payments.

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CHAPTER - 3
EXPERIENTIAL LEARNING
LEARNING EXPERIENCE:
The four weeks of my internship study project gave me a knowledge about the study on the
consumer buying behaviour or branding and gaining experience in the following areas:
01. Improving marketing and communication.
02. Higher customer retention.
03. Better inventory planning.
04. Sales optimisation.
05. Competition research

SKILLS
Studying consumer buying behavior, particularly in the context of a company like Hero Motors, can
endow you with a multifaceted skill set that is highly valued in the business world. Here’s a detailed
look at the skills you might acquire:
Analytical Skills: One of the primary skills gained is the ability to analyze and interpret complex data
sets. You’ll learn to discern patterns in consumer behavior, preferences, and purchasing habits, which
can inform strategic decisions for Hero Motors. This involves statistical analysis, predictive modeling,
and the use of analytics tools to understand market trends.
Strategic Marketing: Understanding consumer behavior is crucial for developing effective marketing
strategies. You’ll gain insights into how branding, product positioning, and promotional activities can
influence buying decisions. This knowledge helps in crafting marketing campaigns that resonate with
the target audience of Hero Motors.
Customer Insights: By studying consumer behavior, you’ll develop the ability to generate deep
customer insights. This includes understanding the psychological and emotional drivers of purchase
decisions, which can be pivotal in designing products that meet consumer needs and desires.
Communication Skills: Conveying your findings and recommendations to stakeholders is a key

aspect of this field. You’ll learn to articulate complex information clearly and persuasively, whether
it’s through reports, presentations, or discussions.

SIDLAGHATTA
Problem-Solving: You’ll be equipped to identify and solve problems related to consumer satisfaction
and loyalty. This could involve addressing gaps in the market, improving product features, or
enhancing the overall customer experience.
Cross-Functional Collaboration: The study of consumer behavior often requires working across
different departments. You’ll learn to collaborate with teams such as product development, sales, and
customer service to implement strategies that are informed by consumer insights.
Ethical Considerations: Ethical marketing practices are essential, and you’ll learn to navigate the
complexities of consumer privacy, data protection, and ethical advertising, ensuring that Hero Motors
maintains a positive brand image.
In summary, the study of consumer buying behavior equips you with a toolkit of valuable skills that
are applicable across various roles within Hero Motors and beyond. These skills enable you to
contribute to the company’s success by aligning business strategies with consumer needs and market
dynamics
TASK UNDERTAKEN
Certainly! Here are some tasks undertaken to consumer buying behavior towards Hero Moto Corp:
1. A Study on Consumer Buying Behavior Towards Hero Moto Corp in Erode:

o This research project aimed to analyse the market potential for purchasing
motorcycles from Hero Moto Corp in Erode, Tamil Nadu. The study focused on
understanding consumer behaviour related to motorcycle purchases, which is crucial
for launching new products.
o Researchers prepared a well-structured questionnaire and conducted personal
interviews with customers who preferred the Hero brand. The sample size was 128
due to time limitations.
o The analysis included simple percentage analysis, chi-square tests, and correlation.
The findings were coded, and conclusions were drawn based on the data collecting.
2. A Study on Customer Satisfaction with Hero Moto Corp:
o This study explored customer satisfaction levels related to Hero Moto Corp products.
The automobile industry in India, where Hero Moto Corp is a major player, has been
growing significantly.
o The term ―customer happiness‖ refers to how well a company’s goods and services
meet or exceed customer needs and wants. Understanding customer satisfaction is
essential for improving products and services.

SIDLAGHATTA
3. Consumer Buying Behavior of Hero Moto Corp Automobiles in SURAT:
o This study delved into consumer shopping, buying, and consumption behaviour
related to Hero Moto Corp vehicles. It considered both domestic and international
contexts.
o Understanding the criteria that prospective customers consider before buying a
vehicle is crucial for manufacturers. Factors such as brand perception, features, and
pricing influence consumer decisions.
4. Consumer Buying Behavior Towards Different Models of Hero and Bajaj Two-
Wheelers:
o Another study evaluated consumer buying behaviour concerning different models of
Hero and Bajaj two-wheelers. The literature review compared and contrasted related
topics based on secondary analysis.
o Factors like brand loyalty, product features, and pricing play a significant role in
influencing consumer choices in the two-wheeler market.
These studies collectively provide valuable insights into consumer preferences, decision-making
processes, and satisfaction levels related to Hero Moto Corp products. Understanding these aspects
helps companies tailor their offerings to meet customer expectations and enhance overall brand value.
LESSONS LEARNED
Certainly! Here some of the lessons to be learned related to the study of consumer buying behavior
and branding in the context of Hero Moto Corp:
1. Sports Sponsorship and Brand Visibility:
a. Hero Moto Corp has been associated with various sports, including Golf, Football,
Field Hockey, and Cricket for over two decades.
b. By sponsoring events and teams, Hero enhances its brand visibility and attracts new
audiences.
2. Brand Ambassadors:
a. Hero Moto Corp effectively uses brand ambassadors, such as cricketers and football
coaches, to strengthen its brand identity.
3. For instance, Diego Someone, the football legend and coach of ATHLETICO Madrid, is Hero
Moto Corp’s brand ambassador.Quality and Innovation:
a. Hero Moto Corp’s focus on fuel-efficient and environmentally friendly bikes has
contributed to its market leadership.
b. The introduction of technologies like Fuel Injection (FI) keeps Hero at the forefront
of the two-wheeler industry.
4.

SIDLAGHATTA
5. Customer Satisfaction:
a. Product quality plays a crucial role in customer satisfaction.
b. Hero Moto Corp’s commitment to providing reliable and efficient motorcycles and
scooters contributes to high levels of customer satisfaction.
6. Understanding Customer Needs:
a. Hero Moto Corp’s extensive range of vehicles caters to diverse market segments.
b. Understanding and addressing customer needs and preferences are essential for
success3.
7. Brand Loyalty:
a. Factors like brand preferences, price, quality, promotional activities, after-sale services,
mileage, and resale value influence consumer buying decisions.
b. Building and maintaining brand loyalty are critical for sustained success4.
8. Effective Marketing Strategies:
a. Hero Moto Corp’s association with sports, brand ambassadors, and innovative
campaigns demonstrates effective marketing strategies.
a. These efforts contribute to brand recall and customer engagement..
2. Market Leadership:
a. Hero Moto Corp’s consistent focus on quality, innovation, and customer satisfaction
has helped it maintain its position as the largest two-wheeler manufacturer in the
world2.
3. Global Presence:
a. Hero Moto Corp’s production facilities in India (GURGAN, DHARUHERA, and

HARIDWAR) adhere to high standards.
b. The company continues to innovate and develop cutting-edge products and
processes2.
4. Industry Standards and Innovation:
a. Hero Moto Corp sets industry standards across all market sectors.
b. The company’s commitment to technological leadership ensures continuous

innovation and competitiveness.
5. These points highlight the importance of strategic branding, customer-centric approaches, and
quality in Hero Moto Corp’s success story. By understanding consumer behavior and
leveraging effective marketing, Hero continues to thrive in the competitive automobile
industry.

SIDLAGHATTA
CHALLENGES FACED AND SOLUTIONS
Certainly! Let’s delve into the challenges faced in studying consumer buying behavior related to Hero
Motors and explore potential solutions:
1. Data Collection Challenges:

o Challenge: Gathering accurate and comprehensive data on consumer preferences,
purchasing habits, and motivations can be difficult due to factors like privacy
concerns and the dynamic market.
o Solution: Researchers can employ a combination of surveys, interviews, and
observational methods. Leveraging digital platforms and social media can enhance
data collection efficiency.
2. Changing Market Trends:
o Challenge: The automotive industry is rapidly evolving with new technologies and
changing consumer expectations.
o Solution: Stay updated with industry reports, attend conferences, and collaborate with
experts. Regularly market trends to adapt research methodologies.
3. Customer Satisfaction and Perception:
o Challenge: Understanding customer satisfaction and how consumers perceive the
Hero Motors brand can be complex.
o Solution: Conduct customer satisfaction surveys, focus groups, and sentiment
analysis. Address any negative perceptions and highlight unique selling points2.
4. Economic Factors:
o Challenge: Economic changes significantly impact consumer buying behavisr.
o Solution: Monitor economic indicators, analyse purchasing power, and consider
external factors like inflation and currency fluctuations. Adjust research strategies
accordingly.
5. Competition and Alternatives:
o Challenge: Consumers have a wide range of choices, including used cars and low-
cost vehicles.
o Solution: Compare Hero Motors with competitors. Investigate why consumers choose
or avoid Hero Motors products. Highlight unique features.
6. Technological Advancements:
o Challenge: The shift towards electric vehicles and other innovations can affect
consumer preferences.
o Solution: Study the impact of electric vehicles, hybrid technology, and eco-friendly
options. Explore consumer preferences.
7. Cultural and Social Influences:
o Challenge: Cultural and social factors play a significant role in consumer behaviour.

SIDLAGHATTA
o Solution: Conduct cross-cultural studies. Understand how norms, family structures,
and social networks influence buying decisions.
8. Product Attributes:
o Challenge: Factors like price, design, safety, and mileage influence consumer
decisions.
o Solution: Analyse consumer preferences for specific features. Customize marketing
strategies based on these attributes.
Remember, each challenge provides an opportunity for deeper understanding. Researchers should
adapt their approaches and collaborate with industry experts to gain valuable insights into consumer
behavior related to Hero Motors.
IMPACT
1. Brand Perception and Trust:

a. Positive Brand Image: Effective branding can enhance Hero Motors’ reputation and
create a positive perception among consumers. A strong brand identity can build trust
and loyalty.
b. Negative Brand Perception: On the other hand, any negative incidents or poor
product experiences can significantly impact consumer trust and lead to brand
erosion.
2. Consumer Decision-Making Process:
a. Awareness: Branding efforts influence consumers’ awareness of Hero Motors’
products. Effective branding ensures that consumers recognize and consider Hero
Motors when making purchasing decisions.
b. Consideration: Branding affects the consideration set. Consumers are more likely to
choose a brand they are familiar with and perceive positively.
c. Purchase: Branding can influence the final purchase decision. A well-established
brand may sway consumers even if other options are available.
3. Brand Loyalty and Repeat Purchases:
a. Repeat Business: Strong branding encourages repeat purchases. Loyal customers
who associate positively with Hero Motors are likely to choose their products again.
b. Word-of-Mouth: Satisfied customers become brand advocates, spreading positive
word-of-mouth and influencing others.
4. Market Positioning and Differentiation:
a. Unique Selling Proposition (USP): Effective branding communicates Hero Motors’
unique features, benefits, and value proposition. It helps differentiate their products
from competitors.
b. Market Segmentation: Branding allows Hero Motors to position its products for
specific consumer segments (e.g., urban, rural, youth, families).

SIDLAGHATTA
5. Emotional Connection:
a. Brand Emotions: Hero Motors’ branding can evoke emotions (trust, excitement,
nostalgia) that resonate with consumers. Emotional connections drive loyalty.
b. Storytelling: Sharing Hero Motors’ story, heritage, and values through branding can
create a deeper bond with consumers.
6. Product Perception and Quality:
a. Perceived Quality: Branding influences how consumers perceive Hero Motors’
product quality. A strong brand implies reliability and superior performance.
b. Quality Consistency: Consistent branding reinforces the expectation of consistent
product quality.
7. Influence of Advertising and Marketing Channels:
a. Advertising Impact: Branding campaigns (TV, digital, print) directly affect
consumer perceptions. Effective ads can shape buying behaviour.
b. Digital Presence: Hero Motors’ online branding (website, social media) impacts
consumers’ research and decision-making.
8. Cultural and Social Factors:
a. Cultural Relevance: Hero Motors’ branding should align with cultural norms,
values, and preferences in different markets.
b. Social Influence: Branding can be influenced by social trends, peer groups, and
influencers.
9. Brand Extensions and New Product Introductions:
a. Leveraging Brand Equity: Hero Motors can extend its brand to new product
categories (e.g., electric scooters) based on existing brand equity.
b. Risk of Dilution: Poorly executed brand extensions can dilute the brand’s strength.
10. Digital Transformation and Customer Experience:
a. Digital Touch points: Hero Motors’ digital presence impacts consumer interactions.
Seamless online experiences enhance brand perception.
b. Data-Driven Personalization: Leveraging data for personalized marketing can

improve consumer engagement and loyalty.
INSIGHTS
o Hero MotoCorp, the largest two-wheeler manufacturer globally, has a significant
market share in India.
o Customer satisfaction is crucial for any brand. It refers to how well a company’s
products or services meet or exceed customer expectations.
o Factors affecting customer satisfaction include product quality, price, colour
combination, and mileage.
o Hero MotoCorp should focus on improving customer satisfaction by addressing

SIDLAGHATTA
specific product-related issues.
2. Challenges and Opportunities:
o Competition: The industry faces competition from used cars and low-cost cars3.
o Margins: Declining margins due to increased material costs are a challenge.
o Shift to Electric Vehicles: Customers are increasingly interested in electric vehicles to
o Growth: Despite challenges, there are expectations that the industry will grow by 15
3. Key Determinants of Purchasing Behavior:
o Brand loyalty, affordability, fuel efficiency, and after-sales service significantly
influence customer buying decisions.

SIDLAGHATTA
CHAPTER - 04
INTERNSHIP OUTCOMES AND CONCLUSION
Certainly! There have been several studies on consumer buying behavior related to Hero Motors. Here
are some key findings from recent research:
1. Consumer Preferences and Decisions:

o A study focused on the Erode region found that understanding consumer buying
behaviour is crucial for launching new motorcycle products. The research highlighted
the importance of analysing market potential and consumer preferences towards
purchasing motorcycles.
o Another study on customer satisfaction with Hero Moto Corp emphasized the
significance of the two-wheeler segment in the Indian auto market, which holds an
81% share
3. Factors Influencing Purchases:
o Research aimed at understanding the factors influencing consumers’ decisions when
choosing a Hero Motors bike included demographic profiles, satisfaction, attitudes,
perceptions, and preferences as key determinants.
4. Market Share and Growth:
o The studies also reflect on the growth of the automobile sector in India, with Hero
Moto Corp being a significant contributor to the industry’s expansion, especially in
rural areas.
These studies provide valuable insights into the factors that drive consumer behavior towards Hero
Motors, highlighting the need for companies to continuously innovate and cater to the evolving
preferences of their target market.
OUTCOMES
The outcomes of studies on CONSUMER BUYING BEHAVIOUR related to Hero Motors reveal
several key insights:
1. Customer Satisfaction on Hero Moto Corp:

o Background: Hero Moto Corp is recognized as the world’s largest two-wheeler
manufacturer.
o Market Dynamics: The two-wheeler segment commands an 81% share of the Indian
auto market, bolstered by the growing middle class and a significant youth
demographic.

SIDLAGHATTA
o Customer Satisfaction: The concept is critical in marketing, measuring how products
and services meet or exceed customer expectations.
o Innovation: Hero Moto Corp is committed to innovation, developing products that
set industry benchmarks.
2. Consumer Buying Behavior Towards Hero Moto Corp in Erode:
o Objective: To analyse market potential and consumer behaviour for motorcycle
purchases.
o Methodology: Utilized a structured questionnaire and personal interviews with Hero
brand customers. The sample size was 128.
o Findings: Purchase decisions were influenced by factors like income, family size, and
personal preferences. The study used chi-square, correlation, and percentage analysis
for data interpretation.
3. Consumer Behavior Towards Motorcycles: A Conceptual Study:
o Findings: A significant percentage of respondents desired changes in bike features,
felt the prices were high, yet showed satisfaction with current services. There was a
strong expectation for better mileage from the bikes
4. Customers Satisfaction Towards Products of Hero Moto Corp:
o Results: The study indicated that improvements are needed in certain bike models.
Respondents were less impressed with aspects like price, colour combinations, and
mileage
5. CONSUMER BUYING BEHAVIOUR Towards Different Models of Hero and Bajaj
Two-Wheelers:
o Study Outcome: The study revealed no significant difference among respondents
regarding factors affecting car purchase decisions and brand choice, such as
reliability, safety, comfort, design, cost, and facility.
RECOMMENDATIONS
1. Brand Reputation and Trust: Hero MotoCorp has a strong brand reputation in India.
Consumers often consider the brand’s reliability, quality, and trustworthiness when making
purchasing decisions. To enhance this, Hero should continue to focus on maintaining product
quality and customer satisfaction.
2. Product Features and Innovation: Consumers look for features that align with their needs.
Hero should invest in research and development to introduce innovative features, fuel
efficiency, safety enhancements, and eco-friendly options. Regular updates and new launches
can attract buyers.
3. Pricing Strategy: Price plays a crucial role. Hero should offer competitive pricing while
ensuring value for money. Regular market analysis can help adjust pricing strategies based on
consumer preferences and market trends.

SIDLAGHATTA
4. Customer Service and After-Sales Support: Excellent customer service and efficient after-
sales support contribute significantly to customer satisfaction. Hero should continue to
improve its service centers, spare parts availability, and response time.
5. Digital Presence: In today’s digital age, an online presence is essential. Hero should focus on
a user-friendly website, social media engagement, and online sales channels. Digital
marketing can help reach a wider audience.
6. Word of Mouth and Reviews: Positive reviews and recommendations from existing
customers influence potential buyers. Hero should encourage satisfied customers to share their
experiences and consider implementing referral programs.
7. Environmental Concerns: As environmental awareness grows, consumers may prefer eco-
friendly options. Hero can emphasize its commitment to sustainability and promote electric or
hybrid models.
SUGGESTIONS
1. Brand Reputation: Hero MotoCorp, as the largest two-wheeler manufacturer globally,

enjoys a strong brand reputation. Consumers often choose Hero bikes due to this positive
perception.
2. Product Quality and Reliability: Buyers consider the quality and reliability of Hero bikes.
Positive experiences with previous Hero vehicles lead to repeat purchases.
3. Price Sensitivity: Hero bikes are known for their affordability. Consumers often compare
prices across models and brands before making a purchase decision.
4. Fuel Efficiency: Fuel efficiency is a critical factor for Indian consumers. Hero bikes’
reputation for good mileage influences buying decisions.
5. After-Sales Service: Hero’s extensive service network and reliable after-sales support
contribute to customer satisfaction. Consumers prefer brands with accessible service centers.
6. Design and Aesthetics: Aesthetics play a role in consumer choices. Hero bikes’ designs,
colors, and styling impact purchase decisions.
7. Word of Mouth and Recommendations: Positive reviews from friends, family, or online
communities influence potential buyers. Recommendations from existing Hero owners matter.
8. Perceived Value: Consumers assess the value they receive for the price paid. Hero’s
competitive pricing and features contribute to perceived value.
9. Emotional Factors: Some buyers associate Hero bikes with nostalgia, family traditions, or
personal preferences. Emotional connections impact their choices.
10. Market Trends and Innovations: Awareness of market trends, new features, and
technological advancements affects consumer preferences. Hero’s ability to adapt to these
trends influences buying behavior.

SIDLAGHATTA
CONCLUSION
Certainly! Let’s explore the conclusion regarding consumer buying behavior related to Hero
Motors.Hero MotoCorp aims to satisfy its customers by meeting or exceeding their needs and
wants. Factors like product quality, service, and brand perception play a crucial role.
Hero MotoCorp holds a significant market share in India’s two-wheeler segment. This
success is driven by factors such as the expanding middle-class demographics and the large
youth population People’s expectations about a product or service significantly impact their
satisfaction. Hero MotoCorp strives to align its offerings with customer expectations.
Consumers consider various factors before buying a Hero Motors product, including social
class, family, psychological factors, and economic considerations. Hero MotoCorp’s brand
image plays a crucial role in influencing consumer decisions. Positive brand perception leads
to higher customer loyalty and repeat purchases. Consumers value the reliability and quality
of Hero Motors products. Consistent performance and durability contribute to customer
satisfaction. Pricing strategy affects consumer behavior. Hero MotoCorp balances
affordability with perceived value to attract a wide range of buyer. Hero MotoCorp’s
commitment to excellent after-sales service enhances customer satisfaction. Timely
maintenance, spare parts availability, and service centers matter to buyers. Positive
experiences shared by existing Hero Motors customers influence potential buyers. Word of
mouth and referrals play a significant role in consumer behavior
Consumer behaviour refers to how individuals select, purchase, use, and dispose of goods and
services based on their needs, desires, and aspirations. It’s a multifaceted concept that draws
insights from psychology, sociology, social anthropology, and economics.
In the context of marketing, understanding consumer behavior is crucial. Marketers must grasp
consumer preferences and goals to design products, services, and marketing programs that align
with them. By doing so, they add value to organizations, enhance customer satisfaction, and
contribute to societal well-being.

SIDLAGHATTA
BIBILLOGRAPHY
1. Google
2. https;//compare.pricesofindia.com
3. https;//dealers.heromotocorp.com
4. www.vicky.in
5. www.justdial.co
6. CAPILOT

SIDLAGHATTA
ANNEXURES
Studying consumer buying behavior related to Hero Motors involves understanding various aspects that
influence consumers' decisions when purchasing Hero motorcycles or scooters. Here are some potential
annexures that could be included in such a study:
1. Survey Questionnaires: Annexures could include copies of the survey questionnaires used to collect data
from consumers. These questionnaires would likely cover demographics, purchase motivations, brand
perception, and satisfaction levels related to Hero Motors products.
2. Interview Guides: For qualitative research, annexures might include interview guides used during in-
depth interviews with consumers. These guides would explore in detail the factors influencing their decision-
making process.
3. Data Analysis Reports: Annexures could feature detailed reports of data analysis, including statistical
summaries, charts, and graphs that illustrate trends and patterns in consumer behavior towards Hero Motors
products.
4. Focus Group Discussion Summaries: If focus groups were conducted, annexures might include
summaries of discussions, highlighting key insights and opinions expressed by participants regarding Hero
Motors.
5. Case Studies or Stories: Real-life consumer stories or case studies could be included to provide a
more narrative perspective on consumer experiences with Hero Motors products.
6. Marketing Materials: Copies of advertisements, promotional materials, or marketing campaigns by Hero
Motors could provide context on how the brand positions itself and influences consumer perceptions.
7. Competitor Analysis: Annexures might include comparative analyses with competitors in the
motorcycle or scooter market, showing how consumer preferences and behaviors differ between brands.
8. Ethical Clearance and Permissions: Documentation of ethical clearance obtained from relevant
authorities and permissions granted by Hero Motors for conducting the study, ensuring compliance with
research ethics.
9. References and Bibliography: A list of sources consulted during the study, including academic
papers, industry reports, and books related to consumer behavior and automotive marketing.
10. Appendices: Additional supporting materials such as raw survey data, detailed tables of findings, or
supplementary analyses that provide further depth to the main study.
These annexures would collectively enhance the comprehensiveness and credibility of the study on
consumer buying behavior related to Hero Motors, providing a clear and detailed picture of the research
process and findings.

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INTERNSHIP REPORT

A STUDY ON CONSUMER BUYING BEHAVIOUR ON HERO

BENGALURU NORTH UNIVERSITY

Under the guidance of

PRAGATHI FIRST GRADE COLLEGE

VIJAYAPURA, BANGLORE NORTH-562 135

from 28/03/2024 to 12/04/2024” MANJUNATHA MOTORS, SIDLAGATTA Branch”

PRAGATHI FIRST GRADE COLLEGE, VIJAYAPURA

PLACE: SIDLAGHATTA RAKSHITHA P S

I wish to express my sincere thanks to Principal Dr.NAGARAJA N, and Assistant Professor

I feel to acknowledge my indebtedness and deep sense of gratitude to my guide

I take this opportunity and thanked to the Manager of MANJUNATHA MOTORS

4 INTERNSHIP OUTCOME AND CONCLUSION 26 - 29

Certainly, here’s a detailed executive summary of a study on consumer buying behavior

The research covers several key areas:

 Introduction and History: It provides an overview of Hero Moto Corp’s

The research covers several key areas:

 Introduction and History: It provides an overview of Hero Moto Corp’s

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 1

 Understand the needs and desires of consumers.

OBJECTIVES OF THE STUDY

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 2

IMPORTANCE OF CONSUMER BUYING BEHAVIOUR

Certainly! Here are explaining the importance of consumer buying behavior:

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 3

FEATURES OF THE STUDY

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 4

ADVANTAGES OF CONSUMER BUYING BEHAVIOUR

Consumer Buying Behavior:

DISADVANTAGES OF CONSUMER BUYING BEHAVIOUR

1. Complexity and Multifaceted Influences:

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 5

o Consumers rarely follow the same decision-making process for every

4. Limited Buyer Interest:

5. Social and Cultural Influences:

SCOPE OF THE STUDY

9. Consumer Decision Process: Understanding the stages consumers go through—from need

TYPES OF CONSUMER BUYING BEHAVIOUR

TECHNIQUES OF CONSUMER BUYING BEHAVIOUR

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 7

Consumer Buying Behaviour Process

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 8

Let us see them one by one:

5. Post purchase evaluation

FACTORS INFLUENCING ON CONSUMER BUYING BEHAVIOUR

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 9

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 10

DISCRIPTION OF THE COMPANY

MANJUNATHA MOTORS Hero dealer in SIDLAGHATTA. Find SIDLAGHATTA

Monday 10:00 AM-6:00 PM

Tuesday 10:00 AM-6:00 PM

Wednesday 10:00 AM-6:00 PM

Thursday 10:00 AM-6:00 PM

Friday 10:00 AM-6:00 PM

Saturday 10:00 AM-6:00 PM

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 11

Hero bikes available at MANJUNATHA MOTORS showroom in SIDLAGATTA.

SPLENDOR PLUS IBS i3S

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 12

Maestro Edge 125

 Address: No 389, SIDLAGHATTA, KOLAR - 562105, Opposite SHARADHA Convent.

 Free Parking: Convenient on-site parking is available.

PRAGATHI FRSIT GRADE COLLEGE VIJAYAPURA Page 13

DETAILED HISTORY MANJUNATHA MOTORS IN SIDLAGHATTA: