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PROJECT REPORT
ON
Submitted by
V.SHRAVAN KUMAR
Declaration
Place:Hyderabad
Date:11-04-2011
Certificate
This is to certify that V.Shravan
Kumar a student of
B.B.A sixth semester at our institute
under my guidance and supervision he
had carried out the research project
under title
Place:Hyderabad
Date :11-04-2011
Project guide
( )
Preface
The topic chosen by me for my project is
customer relation
In reference to hero Honda automobiles
the two wheeler especially in the stylish
motorcycle. At present hero Honda is
market leader in the Indian market.
Chapter - 1
Introduction
Satisfaction is the persons feeling of pleasure
(or) disappointment resulting from comparing a
product perceived performance (outcome) in
relation to his/her expectation. if the
performance fall short of expectation the
customer is dissatisfied . if the performance
matches the exception the customer is
satisfied if the performance exceeds the
expectation the customer is highly satisfied ( or
) delighted many companies are aiming for
high satisfaction because they are much ready
to switch. ]
Buyer’s expectation formed on the basis of
past buying experience,
friend and the associate advice and the
marketers and the competitor’s information
and promises. if marketers raise expectations
two high , the buyer is likely to be disappointed
. Even if the company sets expectation should
match the performances.
Two wheelers in
India
In 60 decade several vehicles were
running in the Indian roads those are the
sun beams, AIS, BBA and Royal Enfield.
From these motor cycles only the Royal
Enfield has existence in the motorcycle
market.
Learning
Learning is how we insure
our proactively
It is the values that embraces
knowledge’s as the plat form
for the building well informed.
Innovation
Speed
Product profile
Price list
Colors in Vehicle
GLAMOUR
Candy blazing red, cloud silver metallic,
tornado metallic grey, impulse
orange metallic, excellent blue metallic.
CD DELUXE
Candy blazing red, cloud silver, candy Tahitian
blue, amaranth maroon, cool mint grey.
SPLEDOUR
black candy red , blaze , boon silver, metallic,
sierra metallic, granti blue metallic.
PLEASURE
Orange , Candy blazing red, grey silver,
Tahitian blue metallic.
CD DAWN
Black, maroon, red
CD 100SS
Candy ruby red black , amazing blue
metallic, green metallic.
PASSION PLUS
Moon yellow, cloud silver, amaranth maroon,
Tahitian blue, Candy blazing red, black with
purple strips.
KARIZMA
Green, sky blue black metallic, yellow shade.
CONSUMER BUYING
BEHVIOUR
1.Problem identification:-
The buying process starts when the buyer
recognizes a problem or need. The need can be
triggered by internal or external stimuli.
Marketers need to identify the circumstances
that trigger a Particular need. By gathering
information from a number of consumers,
Marketers can identify the most frequent
stimuli that spark an interest in a product
category. They can then develop marketing
strategies that trigger consumer interest.
2. Information Search:-
The consumer tries to collect information
regarding various products/service. Through
gathering information, the consumer learns
about completing brands and their features.
Information may be collected form magazines,
catalogues, retailers, friends, family members,
business association, commercial, chamber of
commerce, telephone directory, trade fair etc.
Marketers should find out the source of
information and their relative degree
importance to the consumes.
3. Evaluation of alternative:-
There is no single process used by all consumers by
one consumer in all buying situations. There is
several First, the consumer processes, some basic
concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits
from the product solutions. The marketer must know
which criteria the consumer will use in the purchase
decision.
Characteristic of Buyer
Behaviors
PROBLEM DEFINITION
• PROBLEM DEFINITION
• OBJECTIVE OF STUDY
• LIMITATIONS OF STUDY
PROBLEM DEFINITION
SCOPE OF STUDY
Limitations of study
OBJECTIVES OF STUDY
RESEARCH METHDOLOGY
• INTRODUCTION
• REASERCH DESIGN
• SOURCES OF DATA
• SAMPLING PLAN
RESERCH METHODOLOGY
(A)Introduction
(B)Research definition:
a) Primary data :-
The primary data is that which details we collect first
time
from the market and also used first time in the
research. We also say that the information is first
time in the research decision. To collect the primary
data questionnaire is prepared structure non disguise
questionnaire is prepared.
b) Secondary data :-
Secondary data are those data which are already
collected by someone for some purpose and are
available for the present study; secondary data are
already collected by the company’s records and
other library’s books. When the secondary data are
sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used
as bases for comparison with primary data have
been collected by questionnaire.
( 1) Open-ended question :-
It is helpful in knowing what is uppermost in the mind
of the
respondents. It gives complete freedom to the
respondent.
(3)Dichotomous questions :-
It has only two answers in form ‘yes’ or ‘n’, ‘true’ or
‘false’,
‘use’ or ‘do not use’. So the respondent is offered
two or more choice.
Multiple-choice question :-
(4)
In this, the respondent is offered two or more
choice.
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.
(B)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 Phagwara City.
(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 40 respondents.
Sampling Method:-
A Stratified random sample is one where the
population is
divided in to mutually exhaustive strata or sub-group
and then a simple random is selected within each of
strata on age groups, occupation etc. It may be
noted that stratification does not means absence of
randomness. I use a simple random sampling
method.
Have a bike:-
Result No. of respondent(30)
Yes 28
No 2
2) Company name
Company No of respondent
Bajaj 11
Hero Honda 09
TVS 03
LML 07
3) Media
Media No of respondent
Newspaper 04
Television 09
Friends 14
Other 03
4) Knowledge before buying
Result No of respondent
Yes 18
No 12
5) Decision maker
Decision No of respondent
Father 16
Mother 02
Self 11
Other 01
6) Mode of purchase
Mode No of respondent
By cash 22
By loan 08
7) Features consider
Features No of respondent
Price 2
Style 9
Mileage 8
Easy diving 3
Color 4
Brand reputation 4
9) Time period
Year No of respondent
0-1 4
1-2 19
2-3 5
Above 3 2
10)Schemes attracts
Schemes No of respondent
Special offer 07
Exchange offer 04
Cash discount 13
Festival gift 06
10) Satisfaction
Result No of respondent
Yes 27
No 03
COMPANY PROMOTIONAL STRATERGIES
1. KARIZMATIX
- The search for the country’s best stuntman.
To promote KARIZMA ZMR, we are orgainizing a one day
event in leading Indian cities named KARIZMATIX, which is
an event providing platform for every stunt man in the city.
It is basically a competition where by contestants have a
time slot of 10 mins to show their best stunt ability. The best
man from the city then competes with other winners from
their respective cities to win the title of India’s best
stuntman and a brand new KARIZMA ZMR!!
From time to time we will bring for you exclusive offers with
the best brands in the country for products that will keep your
entire family happy
PROMOTIONAL TECHNIQUES
To create awareness amongst the people of the country, all
the channels of media were used for effective
communication with the audience.
PRINT MEDIA
1. HOARDINGS
A large number of hoardings were put across the country
at prime locations in association with BRIGHT MEDIA
as our outdoor partner.
2. MAGAZINES
Print advertisements are being published in leading
automobile and women magazines viz. Auto India, auto
car india , overdrive, bike, femina, women’s era.
3. POSTERS
The first slot of 10,000 posters were printed and put up at
prominent locations like, cafes, colleges, trains, buses,
main street junctions etc.
4. NEWPAPERS
Full page print advertisements were published in leading
newspapers viz. THE TIMES OF INDIA, DNA, MID –
DAY & HINDUSTAN TIMES.
T.V. ADDS
RADIO
Prior to the launch of these 3 bikes, the
famous hero Honda jingle was never aired on
radio, which is now being aired 15 – 20 times
a day in association with BIG FM & RADIO
CITY as RADIO PARTNERS.
IPL
HERO HONDA KARIZMA ZMR, took over the title sponsorship
of IPL, defeating DLF in price and other deliverables. The 2
main deliverables offered by IPL besides the
usual, are as follows.
- 3 min advertisement of KARIZMA
ZMR, in every commercial break.
- Whenever a batsman hits a ‘6’, the
KARIZMA ZMR will ride through the
screen, along with the line “will he
continue to be the fastest cricketer and win the
ZMR”.
The highest scorer of the match will be entitled to win the
bike.
MOOD- I
KARIZMA ZMR sponsored MOOD-I, which is the best
college festival in the country as MAIN SPONSOR.
MOOD- I is an effective platform to communicate with
the immediate target audience, since it gathers a crowd of 20,000+ college
students.
Findings
The study shows that 51 respondents are using Hero
Honda.
SUGGESTIONS
BIBLOGRAPHY
(1) Marketing research, G.C.Beri, Third Edition, Tata
McGrawHill Publishing Company Limited, New
Delhi, 2000
(2) Marketing management, Philip Kotler, Twelth
(Millennium) edition, Prentice-Hall of India
Private Limited, New Delhi, 2003