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A PROJECT REPORT ON A STUDY OF CUSTOMER BEHAVIOR & CUSTOMER SATISFACTION OF HONDA TWO WHEELER

With Reference to, SINHGAD BOYS HOSTEL,Narhe.

SUBMITTED TO

SIMCA

SUBMITTED BY Manish Kumar Sharma


MBA-B/32

UNDER THE GUIDANCE OF

Prof. VijayaPuranik

ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only factor to achieve the desired goal. Those must be supplemented by the guidance assistance and cooperation of experts to make it success. I am extremely grateful to my institute for providing me the opportunity to undertake this research in the customer behaviour field. Last but not the least I am indebted toDr. ApoorvaPalkar Director of our institute and my project guide Prof.VijayaPuranik without whose sincere gratitude this project would not have been possible. I am thankful to all of my friends and batch mates for their help in completing this project work. Finally.

Manish Kumar Sharma

DECLARATION
I, the undersigned hereby declare that project report titled A STUDY OF CUSTOMER BEHAVIOUR OF HONDA TWO WHEELER With Reference to, SINHGAD BOYS HOSTEL, NARHE CAMPUS, PUNE, under the guidance of Prof.VijayaPuranik And submitted to Sinhgad Institute Of Management & Computer Application, Narhe for the partial fulfillment of the requirement of part of syllabus, written and submitted by me is my original work.

Place: Narhe, pune

Manish kumar Sharma

Date:

INDEX

CONTENTS OBJECTIVES OF THE STUDY INTRODUCTION REVIEW OF LETURATURE HYPOTHESIS LIMITATION OF THE STUDY RESERCH METHODOLOGY SAMPPLING DATA ANALYSIS CONCLUSION SUGGESTION QUESTIONAIRE

INTRODUCTION
Bikes or two wheelers in India meet 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 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. Selling of any product, there is needed to build relationship with customer. For building a relationship there is need for knowing the customer behaviour and how will be they satisfied? This research is undertaken to know the customer behaviour & satisfaction level for Honda Motorcycle among youngster. Also through this project get awareness that which factors affect on the selling of bike mainly among youth. This study will help 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 Honda, but there were some complaints regarding after sales service and staff of Honda. It was found that Honda Motorcycle is having a good brand image in the market

OBJECTIVES OF THE STUDY

Main purpose of the study was to know the customer buying behaviour and demand into the minds of young customer

To know market position of Honda bike in the youth.


To know consumer behaviour for purchase of two wheeler bike. To identify the factor which influences on consumer decision? To know which medium play important role for purchasing bike. To study who is the decision make in purchasing bike?

REVIEW OF LITERATURE

In the review of literature researcher found that many researchers have contributed to the theme Consumer buying behaviour of two wheeler in India. Annul Kumar Kanojia, 2011- in his article explored the impact of consumer preference on sales of two wheeler in urban areas of India. However, the study also showed that urban and rural regions have different preferences when it comes to selecting the vehicle model.

HYPOTHESIS Null Peoples buying behaviour is independent of the brands of the two wheelers. Alternative Most of the consumers turn their decision from Heros two wheeler product to Hondas two wheeler product.

LIMITATIONS OF THE STUDY Due to time limitation, it is not possible to contact each and every investor in the Narhe top. Some of the respondents were not providing sufficient information. Some respondents are biased.

RESEARCH METHODOLOGY The research methodology is Descriptive research. 1.Data Required: The information required for the study is demographic factors like age, sex, income, education, occupation etc. from customers and also required data regarding companys products, most preferred product and customer expectation, needs, wants, and demands of product and their preference for price and quality.

2. Data Sources: There are two types of data sources: a. Primary Data b. Secondary Data a) Primary Data: The investigator collects the data originally for the investigation; the data is called primary data. Primary data is first hand & it is collected for the research. The primary data is collected with the help of direct personal interview, oral investigation, discussion, Questionnaire, mail, etc. b) Secondary data : The investigator does not collect the data originally but the uses the data collected by other investigator or agency and available in published or unpublished form internet, magazines, office records, books, and such data is called as secondary data.

SAMPLING Researcher cant study each & every unit of population but instead study only a few individual drawn scientifically from the population, this method of investigation is called sample survey. As population is infinite, random sampling method is used to collect the information from customer. Researcher has selected 25 samples out of 200 student population. DATA ANALYSIS There are various statistical tools are used for data analysis such as, ranking table, pie charts, percentage Bar Chart etc.

DATA ANALYSIS

1)

Education of respondents. Attribute Under Graduate Post Graduate

No. of respondents

Percentage

U. Graduate P.Graduate

Interpretation: Age wise classification of data.

Age 18-20 21-22 23-24 25 & above

No. of Respondent

Percentage

18-28 21-22 23-24 25 & above

Interpretation: People having a two wheeler.

Attribution Yes No

No. of respondent

Percentage

Yes No

Interpretation:

2)

Does your purchasing decision affected by the brand of the Bikes? Attributes Yes No No. of respondents Percentage

Yes No

Interpretation:

Which medium affect respondents buying decision? Attributes T.V. Adv. News paper Adv. Friends advise Other No. of respondents Percentage

T.V. Adv News paper Adv. Friend Advise Other

Interpretation

Who is decision maker for purchasing bike in your family? Attributes Father Mother Self Oth. Family Members No. of Respondent Percentage

Father Mother Self Oth. Family members

Interpretation:

3)

Opinion of respondents about after sales services? Attributes V.Good Bad Average No. of Respondents Percentage

V.Good Bad Avg.

Interpretation:

4)

Feature likes by respondents. Attributes Mileage Price maintenance Availability Power( C.C.) Pick-up Ex. Good Avg. Poor

Pick-up

Power (C.C.) Poor Avg. Maintenance Good Ex. Price

Availability

Mileage 0 5 10 15 20 25 30 35 40 45

Interpretation: .

Satisfaction level of Hondas products. Attributes Yes No No. of Respondents Percentage

1st Qtr 2nd Qtr

QUESTIONNARIES

A research on the customer buying behaviour& market position of Honda two wheeler with special reference to student of Sinhgad boys hostel, Narhe. ----------------------------------------------------------------------------------------PERSONAL PROFILE Name Contact No. E-Mail Native Place Age Group : ____________________________________________ : ____________________________________________ : ____________________________________________ : ____________________________________________ : [ ] 18-20 [ ] 23-24 Education [ ] Undergraduate [ ] Post Graduate 1) Do you have any two wheeler vehicles ? [ ] yes 2) Which bike you have own? [ ] Honda [ ] Bajaj [ ] Hero [ ] Other ________ [ ] no [ ] Graduate [ ] Professional Qualified [ ] 21-22 [ ] 25 - above

3) Which Honda bike do you own? ( if you have Hondas vehicle) [ ] Shine [ ] Twister 4) Which characteristic do you like mostly? [ ] Look / Design [ ] Engine power ( c.c.) [ ] Millage km/pl [ ] Other ________ [ ] Unicorn [ ] other__________

5) Does your purchasing decision affected by the brand of the Bikes? [ ] Yes [ ] No

6) Which medium affect your buying decision? [ ] T.V. Advertisement [ ] Friends Advise [ ] News paper Adv. [ ] Other _________

7) What is the opinion about the after sales services? [ ] Good [ ] Bad [ ] Average 8) What is the opinion about the price policy of Honda product ? [ ] Expensive [ ] Good 9) Have you faced any problem regarding the power driving of vehicle? [ ] yes ( If yes :______________________ [ ] no [ ] Cheap

10) Give rank to the given bellow features in Hero Honda motorcycle? 1st rank Excellent 3rd rank Average 4th rank Poor 5th rank V. Poor

Attributes

2ed rank Good

Mileage Price Less maintenance Availability Durability After sales service Power C.C. Pick-up

11) Who is decision maker for purchasing bike in your family? [ ] Father [ ] Self [ ] Mother [ ] Other

12) Are you satisfied with hero Honda vehicle? [ ] yes [ ] no

( If No. Why? ___________________)