A Project Report on Study on Consumer Buying Behaviour & Satisfaction Level For 2wheeler bike with reference to pune

city

Master of Business Administration Marketing.

Submitted in partial fulfilments of requirements for award of Master of Business Administration University Submitted By: Balaji jadhav MBA (Marketing) UNDER THE GUIDENCE OF PROF.ASHUTOSH DEO. MERC INSTITUTES OF MANAGEMENT ,PUNE 412108 2011-2013

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Declaration.

I, the undersigned,hereby declare that the project Report entitled A Study of consumer buying Behaviour and satisfaction Level For 2Wheeler Bike With Reference to pune City Written and submitted by me to the University of the pune,pune in partial fulfilment for the award degree of Master Of business Administration under the guidance of Prof. Ashutosh Deo is my original work and the conclusions drawn there in are based on the material collected by itself.

PLACE: Bhukum, PUNE.

BALAJI H.JADHAV

Date:

MBA 3Rd sem(marketing)

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ACKNOWLEDGEMENT:

It gives immense pleasure to present this report on A Study on Consumer Behaviour and Satisfaction level For 2 Wheeler Bike With Reference To Pune City.

AcNielson Market Research Pvt.Ltd.Pune. In partial fulfilment of post-graduate cource M.B.A. I am happy to take this opportunity to express my gratitude to those who have been helpful to me in completing this project report.

At the outset I would like to thank Mr.Bane(Acnielson Head pune) .I also thanks to Prof.Ashutosh Deo for helping me to complete the summer enternship program .

I would be failing in my duty if I do not express my deep sense of gratitude to Prof. Anand Palkar sir without his guidance it wouldnt have been possible for me to complete this project work.

Lastly, I would like to thank my parents,friends and well wishers who encouraged me to do research work and all those who contributed directly or indirectly in completing this project to whom I am obligated to.

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INDEX

Chapter No

Subject

Page .No

Rationale For the Study

6 to 7

Objectives Of the Study

8 to 11

2.1Title of the Project

11 to 13

2.2 Objectives of the Study

13 to 14

2.3 Scope Of the Study

14 to 15

Profile of the Company

15 to 26

Review of the Literature

27 to 29

Research Methodology

30 to 33

5.1Research design

33 to 34

5.2Data Collection Method / sources

34 to 35

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5.3 Sampling Plan 6 7 8 Data Analysis and Interpretation Findings Limitations Appendix 35 to 44 45 to 47 48 to 49

Questionnaire

50

Bibliography:

51

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Chapter 1.

Rationale For The study

Two Wheeler Auto Mobiles Introduction:

Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit made without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design.

It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel.

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In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favour of leavers on the frame.

In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.

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Introduction of India Two wheelers Company:

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth over the years. Now owing a bike has become a must for most Indians. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. With the growth in the economy the demand for two wheelers is increasing over the years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologies and innovative features to capture a major pie of the Indian market and its the consumer who is benefited from it.. With the availability of reduced consumer loans and high disposable income the Indian two-wheeler industry has perceived an exceptional growth over the past few years thereby making India the second largest market for two wheelers in the world only after China. The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective, economical and easy to navigate through the traffic. Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly and economical.

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In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in India:

Easy accessibility to cheap consumer loans .

The increase in the average income of the family.

The reduction in duties and taxes.

Convenience with regards to commuting as compared to the public transport system.

Continuous innovations in technology making the bikes economic and fuel-efficient.

The first choice among youths and teenagers.

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Introduction to Study:

Selling of any product, there is needed to build relationship with customer. For building a relationship there is need for knowing the customer behaviour r and how will be they satisfied? This project is undertaken to know the customer behaviour & satisfaction level for Hero Honda Motorcycle in pune . Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it is almost rural area and most population income depends on agriculture or its products. There were some limitations while doing the project. The data was collected by personal interviews of the respondents. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. As it was the rural area we were supposed to explain each and every question of the questionnaire. Also many of them did not show any interest in filling questionnaires.. This study will help Hero Honda to know the most popular way by which they are providing services and quality to the customers and to know various customers Perceptions. From the study, we found that, the customers were highly satisfied with the products and service of Hero Honda, but there were some complaints regarding after sales service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good brand image in the market. Most of the respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. The present is the era of customers. Customers are more knowledgeable than ever before and because the customer is more knowledgeable, companies must be faster, more agile and more

creative than few years ago. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products.
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Hero Honda should improve on their after sales support, and have knowledgeable support staff. Also Hero Honda should increase the range of its targeted market.

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Chapter 2:

Objective Of The Study

. To know consumer behavior for purchase of two wheeler bike. To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealer ?

Title Of the project:

In todays world customer is the key of the success of any business. So, Customer behaviour and its satisfaction level play very key role to sale of the product. Thats why we decide to keep the project title related this key factor called Study on consumer buying behaviour and satisfaction level For 2wheeler bike with reference to pune city.

Main purpose of the study was to know the customer buying behaviour and demand into the minds of customer of pune because always customers say something and does something. At the same

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time as there are many companies manufacturing motorcycles, idea about thinking of customer on whether, what, how, and for whom to purchase the motorcycle. Therefore, research is required to measure present consumer buying behavior at the purchase of Hero Honda bike. so the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles. Also after purchasing are customers being satisfied or not?

SCOPE OF STUDY:

regarding the service provider by bike place at pune city.

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Chapter 3:

PROFILE OF THE COMPANY

ACNielsen Corporation is the world's leading provider of market research, information and analysis to the consumer products and services industries. More than 9,000 clients in more than 100 countries rely on ACNielsen's dedicated professionals to measure competitive marketplace dynamics, to understand consumer attitudes and behaviour, and to develop advanced analytical insights that generate increased sales and profits.

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HISTORY OFCOMPANY:

ACNielsen Corporation is the global leader in consumer research, offering comprehensive information that tracks sales, volume, shares, trends, pricing, promotions, distribution, and inventory levels for corporate clients in a variety of industries worldwide. The company was originally founded in 1923. In 1996, while under the ownership of The Dun & Bradstreet Corporation, the research firm was split off into two separate entities: ACNielsen and Nielsen Media Research. However, in December 2000 Netherlands-based VNU N.V. announced that it would be acquiring ACNielsen and reuniting it with Nielsen Media, which the information powerhouse had purchased the previous year.

The Growth of the Market Research Industry: 1920-60 The company's origins date back to 1923, when an engineer by the name of Arthur C. Nielsen borrowed $45,000 to start a business running quality tests and offering buying suggestions on conveyor belts, turbine generators, and other machine-related parts. After that business was nearly bowled over by the Depression, Nielsen shifted to measuring consumer sales. In 1933, Nielsen introduced measurements for drugstore and retail store sales. A year later, similar measurements were introduced for grocery and department store sales. By going beyond conventional consumer questionnaires and having auditors actually survey store shelves and accounting books to determine sales patterns, Nielsen helped pioneer key market research tools--including the concept of market share in 1935While he was shaping the discipline of marketing research, Nielsen faced the difficult task of drumming up demand for his services. The labor required to gather and tabulate useful data was expensive, and many businesses were skeptical about paying top dollar for data that they

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thought they could gather almost as effectively themselves. 'For years my father would go around and try and explain that his work was worth something. He'd quote the price. And he couldn't get

any takers,' Arthur C. Nielsen, Jr., told Barry Stavro of Forbes in 1984. Nielsen recalled that his father's attempts to sell his services to Kellogg Co. were rebuffed on the grounds that the cereal giant already had its own, cheaper alternative: 'a guy stationed outside the gates trying to see how many carloads General Foods shipped out.'

Though sales did not always come easily to the budding leader in marketing research, A.C. Nielsen Company enjoyed continued growth into the 1950s. That decade saw the emergence of new industries in mass media through radio and television & mashers that called for new forms of marketing measurement that Nielsen was equipped to provide. Indeed, as early as 1942, Nielsen began measurement of radio audiences on a national scale.

In radio's heyday following World War II, determining radio ratings was a labor-intensive endeavor: listeners would send cards to advertisers, who would actually weigh the mailbags to determine which shows were most popular. Improving upon this technique, Nielsen attached meters to radios in sample households and, eventually, installed cameras that took pictures of the meter readings. The heads of the households then mailed the pictures in to the rating company on a regular basis. In the 1950s, the advent of television and the need for ever-quicker rating techniques spurred the development of meter readers that Nielsen attached to telephone lines for 'overnight' TV ratings. This method saved time over past techniques, but costs were extremely high. Still, the relatively young company persisted, driven by the belief that the TV market would grow--and

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communications technology along with it & mdash-ough to compensate for the high costs of tracking market trends. Nielsen's projections were right on the mark, and the rapid growth of television worked to the overwhelming advantage of the marketing research company. By the mid-1980s, more than $19

billion was spent on national TV advertising; Nielsen metered more than 5,500 homes and generated approximately $100 million in revenue from that business segment alone. Encouraged by the continued success of its media rating service, the company established a separate division to manage it. Nielsen Media Research provided television advertisers, advertising agencies, syndicates, cable operators, networks, and stations with TV-rating information to increase the effectiveness of television advertising and programming into the 21st century. A.C. Nielsen, Sr.'s efforts gained momentum in 1945 when his son, A.C. Nielsen, Jr., joined the firm, bringing new energy and ideas. The time-consuming tasks of sorting through data cards and doing calculations on slide rules prompted the younger Nielsen to consider emerging computer technology as a way to reduce the time and costs involved in managing the data so crucial to their business. In 1952, the company acquired one of the first computers manufactured by IBM. Although it was unwieldy in size and function compared to later models, it nonetheless marked a milestone in efficiency. Nielsen, Jr., also helped implement a training program that allowed the company to disseminate its expertise in cutting-edge marketing research tools to its growing employee base.

New Research Technologies: 1960s to Early 1980s

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Such technological and administrative advances helped position A.C. Nielsen Company for decades of growth and diversification. From the 1960s through the early 1980s, the company developed new information-management systems and attracted a broader client base. In 1963, Nielsen introduced measurement of sales at mass merchandisers, providing a bulk of consumer-related information that would have been virtually unmanageable just a decade earlier. Three years later, a system of warehouse withdrawal reporting was introduced. In addition, the company established a coupon clearinghouse segment that would top $91 million in volume by the mid-1980s, with no sign of slowing down. A momentous advancement for Nielsen was the development of scanning technology, which allowed the company to collect accurate and instantaneous data on consumer purchases as they occurred. Scanning of universal product codes at retail stores was introduced in 1977. By 1979, Nielsen offered local SCANTRACK service, which gave clients proprietary means of tracking specific market trends and producing custom reports to develop better marketing and distribution plans. A year later, such services were available on the national level. Scanning technology and data processing software continued to improve, and by the mid-1990s Nielsen considered retail scanning information 'the nerve center of the changes now underway,' according to the company's promotional literature. 'Not only do scanning databases bring a speed and precision never previously possible, they also provide the foundation for a range of diagnostic and analytical applications which can help clients find and implement solutions that grow their revenues and minimize the cost of delivering their products to their consumers.' In 1993, Nielsen became the first in the industry to offer scanning-based information from warehouse clubs with the introduction of the Nielsen Warehouse Club Service.

Corporate Restructuring, Rapid Growth in the 1980s

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Nielsen's unparalleled status as a marketing research leader drew the attention of The Dun & Bradstreet Corporation, and Arthur C. Nielsen, Jr., sold A.C. Nielsen Company to the financial data giant for $1.3 billion in stock, a remarkable 26 times earnings, in May 1984. In fact, the two companies had been considering such a merger for over 15 years, as Nielsen, Jr., and Harrington

Drake, chairman and CEO of Dun & Bradstreet, told the New York Times. 'We both have the ability to collect a lot of data and deliver it efficiently to clients,' Nielsen, Jr., explained. 'I'm sure Nielsen will take advantage of our technology as well as our data bases,' Drake added. With the backing of its powerful parent, Nielsen continued to grow rapidly, entering several alliances and introducing new products in the late 1980s. In June 1987, Nielsen Marketing Research and The NPD Group signed a contract to establish electronic household panel services through a joint venture, NPD/Nielsen Inc. The

venture had three main objectives: to measure all marketing stimuli received by sample households, including TV commercials and product purchases; to measure consumer response to promotions at the local market level; and to provide profiles by product category and brand by integrating facts from store, retail-promotion, TV-

commercial, coupon distribution, and household databases. The scope of the project was enormous, offering detail and complexity unprecedented in the marketing research industry. By 1991--just

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three years after its inception--the National Electronic Household Panel announced coverage of 40,000 homes. Nielsen also formed other key alliances. In August 1987, Dun & Bradstreet acquired Information Resources Inc. (IRI), bringing the market research 'wonderkid' together with its rival, Nielsen. IRI's flagship product, BehaviorScan, provided a highly effective method for analyzing the effectiveness of TV commercials. Under the auspices of the same parent, IRI and Nielsen were freed from the 'upward battle' of head-on competition and were better positioned to focus on new product

development, according to David Snyder in Crain's Chicago Business. A similar collaboration of formerly competitive forces occurred in 1988, when Nielsen acquired Logistics Data Systems, the market leader whose software product, SPACEMAN, helped retailers profitably manage shelf space and display areas.

Market Research in the Information Age Capitalizing on new developments in networking, information modeling, and forecasting, Nielsen was able to introduce a wave of new products in the early 1990s. The company's decision-support and software services enabled customers to retrieve data and analyze information via terminals and personal computers installed in their offices. Such information was accessible in a number of ways, including online connection to mainframes or permanent downloading of information into customers' in-house information systems. In 1990 alone, new product introductions included: a national Convenience Store Service representing all major U.S. chains; the SCANTRACK Food/Drug Combo Retail Outlet Service, representing all major U.S. chains; the Discount Drug Service for health and beauty aids (HBA) customers; WealthWise, a modeling tool for consumer-

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oriented financial services firms; and ScorePlus, which provided demographic and product-use data applicable to specific trading areas. New product introductions kept pace with rapid growth in demand, as ever more powerful computer processing systems were made available to Nielsen's customer base. In 1991, the company introduced Spotlight, a system

that enabled users to locate and account for volume and share changes for given brands. That system would win an award for outstanding artificial intelligence application from the American

Association for Artificial Intelligence in 1992. Other products introduced that yearincluded: Nielsen Sales Advisor, SCANTRACK Category Manager, and ScanQuick. In addition, PROCISION provided a single source for tracking all components of HBA marketing, and the Nielsen Workstation provided Windows-based support for marketers. In 1993, the company

introduced Nielsen Opportunity Explorer to help marketing and sales professionals understand category dynamics and pinpoint sales opportunities. Along with Nielsen Promotion Simulator, that product placed first in the software applications category at the Information Industry Association's Product Achievement Awards in 1993.

Responding to overwhelming demand for its efficiency-related solutions in the consumer packaged goods industry, in 1993 Nielsen created a separate division for Efficient Consumer Response (ECR) and began forging ties within the industry to enhance its capabilities. The key objectives of ECR were to streamline distribution and sales processes, eliminate waste, and deliver product to
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consumers faster and at a lower cost. One example was the 1993 implementation of a MicroMarketing system--Nielsen's Eagle Eye&mdash help the Anheuser-Busch Company work with its retailers to organize space plans, marketing, and distribution for maximum sales. One retail chain that implemented the system saw an annual potential increase in beer category sales of $3.2 million, according to Nielsen literature. In a joint effort aimed at ECR implementation around the globe, the company worked together with suppliers and distributors to form the Nielsen Solution Partners program in 1994. The program was designed to align the 'best practices' of industry leaders, such as NON-STOP Logistics, a state-ofthe-art cross-docking network focused on reducing warehouse inventory and speeding the delivery

process from plants to stores. Heading into the 21st century, one of Nielsen's key objectives was to strengthen that partnership and thereby contribute innovative solutions to ECR in general. Nielsen also continued to increase its global presence. Indeed, the company's international reach grew steadily after its first overseas office was opened in England in 1939. By 1991, the company had opened an office in its 28th country, Hungary. In 1993, the company was looking into a subsidiary office in Israel. In April 1994, Nielsen expanded into South Africa through a partnership with Integrated Business Information Services (IBIS), the

premier market research company in that country. Serge Olun, President and CEO of A.C. Nielsen, told Business Wire in 1994 that "Nielsen is moving aggressively today to negotiate further partnerships in South America, Africa, Eastern Europe, the Middle East and elsewhere." He cited plans to increase the company's coverage to 70 countries worldwide by 1995. In April 1995, the

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company made significant progress toward achieving that goal when it extended its global coverage to six countries in Central America: Costa Rica, Guatemala, Honduras, Nicaragua, El Salvador, and Panama. Since its origin as a strictly American concern in the 1920s, Nielsen branched out until 70 percent of its business came from outside the United States in the 1990s. By the mid~1990s, Nielsen had asserted its dominance in the marketing information industry by successfully consolidating or winning back 26 consumer packaged goods clients, such as Dole Foods, Tambrands, Johnson Johnson, Bristol Myers Squibb, and Clairol. It also remained king of the hill in media rating services--especially since its main TV-rating competitor, The Arbitron Company, stopped providing local TV ratings at the end of 1993. Nielsen, a company that started as

a rating service for conveyor belts, became a global success story by gathering information from an ever-increasing variety of sources and turning it into valuable products.

Corporate Spinoff Trends in the Late 1990s Unfortunately, intense competition and prolonged pricing wars with market research rivals like Information Resources, Inc. (IRI), particularly in the supermarket scanner information sector, began to have a significantly negative impact on A.C. Nielsen's earnings by the mid~1990s. In January 1996 Dun Bradstreet, intent on unloading its less profitable divisions, announced a plan to split into three separate public companies: Dun Bradstreet; Cognizant, which was to be comprised of Dun Bradstreet's three fastest growing units, including Nielsen Media Research; and ACNielsen Corporation. The demerger, which was completed by November of that year, left the struggling ACNielsen to fend for itself.

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However, the company's new chairman and CEO, Nicholas L. Trivisonno, was determined to turn things around. Promising to reinvigorate Nielsen's focus on customer service and to streamline company operations, Trivisonno was able to restore the company to profitability almost immediately. Increased efficiency and improved services in Nielsen's U.S. and European operations resulted in a strong fourth quarter for fiscal 1996, and by April 1998 the company was enjoying a profitable first quarter for the first time in five years. A series of strategic acquisitions further strengthened the newly independent company's position. In 1997 Nielsen merged with Entertainment Data, Inc. to form ACNielsen EDI, a new division dedicated to providing up-

to-the-minute box office returns to the motion picture industry. In 1998 the company acquired The BASES Group, an international provider of simulated test marketing services and proprietary products, to create ACNielsen BASES, and the following year it purchased Media Monitoring Services Ltd., one of Britain's leading advertising measurement services. Throughout this period Nielsen also entered into a number of new partnerships with major consumer goods companies, including Safeway, Quaker Oats, and Nestle USA.

The company also emphasized global expansion in the latter half of the 1990s. In 1999 it launched ACNielsen Media International, with the aim of consolidating the company's diverse broadcast and print capabilities worldwide. Aiming to increase its overall client base, Nielsen actively pursued new audience measurement contracts in a number of emerging international markets, including China, where it quickly situated its People meter audience measurement service in ten major cities.
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In September 1998 the company increased its ownership in AMER Nielsen Research to 100 percent, in order to strengthen its hold on consumer data markets in Eastern Europe, the former Soviet Union, Sub-Sahara Africa, and India; in the same month the company also acquired a 49 percent stake in AMER World Research Ltd.--which charted consumer trends in the Middle East and North Africa--with an option to purchase the remaining 51 percent by 2003. Adapting to the rapid proliferation of new technologies in the late 1990s was a crucial process for any company devoted to studying audience information, and the challenges created by ecommerce and interactive media largely dictated the direction of Nielsen's international growth during this time. In 1999 the company entered into a joint partnership with Net Ratings to form ACNielsen eRatings.com, the world's first global Internet data measurement service. By July 2000, the new division had expanded its client base to 520 worldwide, solidifying its position as the leading provider of consumer e~commerce information in the world.

This continued financial success and rapid growth sparked the interest of Dutch media and marketing giant VNU, and in December 2000 a merger agreement was announced, making ACNielsen a wholly owned subsidiary once again. The deal reunited the company with Nielsen Media Research, which VNU had acquired the previous year. Working together, the two market research leaders clearly enjoyed a competitive advantage as they moved forward into the information age.

Principal Subsidiaries: AC Nielsen EDI; AC Nielsen eRatings.com; AC Nielsen Bases; AC Nielsen International Research. Principal Competitors: The Ambition Company; Information Resources, Inc.; Taylor Nelson Sores plc; WPP Group plc.
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Chronology

Key Dates: 1923: Arthur Charles Nielsen, Sr., founds the A.C. Nielsen Company. 1935: A.C. Nielsen creates 'market share' concept. 1939: A.C. Nielsen opens office in United Kingdom. 1984: A.C. Nielsen is acquired by Dun & Bradstreet. 1987: Nielsen Media Research enters into joint venture with NPD Group, forming NPD/Nielsen Inc.

1988: NPD/Nielsen Inc. launches National Electronic Household Panel. 1996: Dun & Bradstreet spins off A.C. Nielsen Company; ACNielsen Corporation is formed. 1999: ACNielsen Media International is launched. 2000: VNU announces plans to acquire ACNielsen Corporation.

Additional Details

Public Company Incorporated: 1929 as A.C. Nielsen Company Employees: 21,000 Sales: $1.52 billion (1999) Stock Exchanges: New York Ticker Symbol: ART

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Chapter 4th:

Review of Literature

Customer behavior:

The main aim is to marketing meet and satisfy the target customer wants buyer refer to the people or conduct activities and together to the impact of the various influences on toward them making purchase a product market service.The field of consumer behavior studies how individuals groups,and organization buy,dispase buy ,goods, service ,idea,or experience satisfy their needs and desires understanding consumer behavioue and working customer are never simple.The wealth and service product in country make our economy strong.The behavior of human being purchase is being term as buyer behavior Customer says one thing but to another. They may not be the touch with their deeper motivations. They are responding influences that change in their mind at the last minute. A buyer make a decision whether save or spend money. Definition of buyer behavior: Buyer behavior psychological social and physical behavior of potential customer as they become value evaluate ,purchase, consume tell,other about product and services. Consumers buying decision process: There are following 5 stages of buying process:

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1) Problem Identification:

When the buying process starts when the buyer recognize problem and needs.The need can be triggered internal or external stimuli.Market need to identify the circumtences that particular a need.By gathering information from a member consumer market can be identify most frequent stimuli that spark an a intrest of product catagiry .They can develop the market striates that trigger consumer intrest. 2) Information search:

The consumer tries to collect regarding information various product / services.Through gathering,the consumer learn about complete brand and their featers.Information may becollected by magazine ,paper, tv chemberce of channels. Personal sources Commercial sources Service sources. 3) Evaluation of Alternative: There is no single process used by one consumer all situation .Ther are first several process, some basic concepts are:
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First the consumer satisfied the need. Second the consumer looking certain benefit. 4) Choice of purchasing decision: From among purchase alternatives the consumer make solution . It may to buy or not to buy.if the decision is the buy. 5) Post purchase behavior :

After purchasing the product they taking the experience of The product.

Characteristic of consumer buying behavior:

1) It cosist of mental Or physical activities such as consumer under takes a get

goods and services,and obtain satisfaction from them.

2) It includes both observable activities. 3) Consumer behavior are very complex and dynamic constant change. 4) Individual specific behavior in the market place factor such need ,motive,
perception.culture ,busniss influences.

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Chapter 5:

Research Methodology

Research design: A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the studcriptive one. Type research : The study undertaken is of Descriptive Research in nature. Nature of Research The study is quantitative in nature. It is structured, standardized, question based interview. Types of Question The types of question asked during the study are Straight forward and limited probing. Total number of questions: 12 Total number of close ended questions: 10
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Total number of open ended questions: 2 Sources of Data: Secondary Source In this study the secondary data is collected from the following sources. 1. Companys website 2. Reports of Company 3. Discussion with marketing and sales staff 4. Books on Marketing and Research methodology Primary Source The Primary source of collecting data for research is: Questionnaire filled by the customers of Supreme Auto. Primary Data of Collection Research Technique In this study the survey method is used as a research technique. This method helps to obtain right information from respondents. Contact Method In this study Personal Exit interview it is taken as a tool for the contact method. In which the personal interview is conducted with customers of Westside.

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Sampling plan: Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose. (A) (B) pune. Sampling Unit:It means Who is to be surveyed. Here target population is decided and it is who are interested to purchase Bike and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in pune (C)Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. The sample size is 100 respondents. (D) Sample Element The sample element of research is customer of Supreme Auto. (E) Sample Extent The sample extent is limited to Chikhli city.
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(F) Sample Duration The sample duration between July 2012 and Aug 2002012 (G) Sampling Procedure

The sampling procedure followed is convenience. Research Instrument this study the research instrument is Questionnaire. It consists of set of question presented to respondents.The questionnaire is structured & combinations of various close and open ended questions.Close ended question already have the possible answers and the open ended question allow the respondents to answer in their own word.

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Chapter 6:

Data Analysis and Interpretation

Age wise classification Age in year 18-20 21-25 26-30 31-35 36-40 No.of respondents 30 37 15 6 7 Percentage(%) 30 37 15 6 7 5 41 to above Total 5 100 100

Analysis:
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Age wise classification

18-20 15% total 50% 21-25 18% 18-20 21-25 26-30 31-35 36-40 41& above 26-30 36-40 31-35 7% 4% 3% total

41& above 3%

Interpretation: Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36-40 and 41&above.

Occupation wise classification

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Analysis: Occupation Agriculture Student Business Serviceman Other total No.of Respondants 47 30 12 08 03 100 Percentage 47 30 12 08 03 100

120 100 80 60 No.of Respondants 40 20 0 percentage(%)

Interpretation:

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Above Chart Shows that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the students. 12 respondents are businessman.

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.Income wise classification Income level <=5000 5000-10000 10000-15000 15000-20000 20000& above toatl No.of Respondants 54 25 11 07 03 100 Percentage(%) 54 25 11 07 03 100

Analysis:

incomewise occupation
60 50 Axis Title 40 30 20 10 0 <=5000 5000-10000 10000-15000 15000-20000 20000 to above No.of Respondnts, 3

Interpretation:

Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,00015,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level.

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SOURCES OF FINANCE Sources of income Agriculture Student Business By cash 31 11 10 3 Profession Other Total 1 46 2 54 3 100 By Loan 16 17 2 5 Total 47 30 12 8

Analysis:

sources of finance
120 100 80 60 40 20 0 By loan by cash Total

Interpretation: Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero Honda Bike by Cash.

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MEDIUM OF SOURCES Data: Sources Newspaper TV advertisement Frinds Other Total No.of Respondant 12 14 26 48 100 Percentage(%) 12 14 26 48 100

Analysis:

Sources of medium
Tv.advtm t, 14, 7% Frinds, 26, 13% others, 48, 24%

Newspaper, 12, 6%

totals, 100, 50%

Interpretation: Above graph shows that 48 % respondents are come to know from the other. Then 26 % respondents are come to know from the friends. 14 % & 12 % respondents are come to know from the T.V .Advertisement & news paper.

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View of customers about Advertisements create more awareness of Showroom: Data: Responce Yes NO Cant Say No.of Respondants 65 15 10 Percentage(%) 65 15 10

Analysis:

Awareness
cant say 11% No 17% yes 72%

Interpretation: Above graph shows that the majority of customers are agreed on the advertisement creates more awareness of showroom and very few of customers are disagreed.

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AGE V/S USAGE OF COMPANIES MOTORCYCLE Data: Age in year 18-20 21-25 26-30 31-35 36-40 41& Above Total 51 16 10 12 11 100 Hero Honda 15 23 9 2 01 01 5 6 2 0 2 1 3 3 1 1 2 0 5 2 0 2 1 1 5 2 0 2 1 1 30 37 15 6 7 5 Bajaj TVS Yamaha Honda Total

Analysis:

Age V/S of companies motarcycle

120 100 100 80 60 40 20 0 18-20 21-25 26-30 31-35 36-40 41& above Total 30 37 15 6 7 5 Hr honda Bajaj TVS Yamaha Honda Total

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Interpretation:

Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle. And 16 respondents are using Bajaj bikes. Who is decision maker for purchasing bike in your family Data: Sources Father Self Mother Other Total N.of respondant 46 42 10 2 100 Percentage(%) 46 42 10 2 100

Analysis:

Decision maker of bike purchasing

100 80 60 No.Of Responds 40 20 0 Father self mother other total

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Interpretation: Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.

RATING OF HERO HONDA MOTORCYLE FEATURES Data: Attributes Price Maintence Style Durability Milage Weight 426 358 355 335 381
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Driving Brand Colour Pickup Total

367 362 406 382 3370

Chapter 7.

FIndings

Findings In current market scenario, respondents give maximum no. of weight age to price then they consider mileage and colors respectively. after

The study shows that more no. of respondents have connected as sources of income from agriculture.

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The study shows that 51 respondents are already user of Hero Honda motorcycle. So Hero Honda is popular automobile company in study region.

w that 48 respondents are come to know from others and 26 respondents are come to know from friends about Hero Honda bike.

is popular automobile company in study region.

come to know from friends about Hero Honda bike.

are purchase Hero Honda bike by cash.

decision to purchase bike And 42 respondents take a self decision to purchase bike.

respondents are give rank to service.

ving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer.

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SUGGESTIONS Hero Honda should introduce a low price (25000 to 30000) moped. -show that will Increase the sales.

et like introducing special scooter for also considering rural market related offers.
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women and

Chapter 8th:

Limitations

city of only the finding may not be applicable to the other parts of the country because of social and cultural differences.

-sampling techniques. As such result may not give an exact representation of the population.

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Appendix: Questionnaire CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________

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A.

Contact No.:-__________________________________________

D. Gender: Male / Female E. Age (in year):18 to 20 ( ) 26 to 30 ( ) 36 to 40 ( ) 21 to 25 ( ) 31 to 35 ( ) 41 & above ( )

F. Occupation:Agriculture ( ) Businessman ( ) Students ( ) Professional ( ) Others ( ) G. monthly income:5000 ( ) 5000-10,000 ( ) 10,000-15,000 ( ) 15,000-20,000 ( ) 20,000 Above ( )

A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE. 1 Do you have own bike?

(A) Yes ( ). (B) No ( ) If yes than, 2 Which company bike do you have at present?

Company ____________________
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3 Which medium do you refer to purchasing bike? (A) News paper ( ) (C) TV advertisement ( ) (B) Friends ( ) (D) others ( ) 4) Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Cant Say 5) Who is decision maker for purchasing bike in your family? (A) Father ( ) (B) Mother ( )

(B) Self ( ) (D) other ( ) 6) How do you purchase bike? (A) (B) By cash ( ) (B) By Loan ( ) 13 Give your suggestion if any:

Bibliography: www.google .com Wikipedia. www.Herohonda.com Bools:

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