ON

“study of customer attitude towards the purchase of hero

Honda motorcycle”
Submitted to Gautam Budh Technical University Lucknow
in the partial fulfillment of the requirement for the award of
the degree of
MASTER OF BUSINESS ADMINISTRATION

Session: 2010-11

UNDER THE GUIDANCE OF: SUBMITTED BY:

Mrs. SANDHYA SRIVASTAVA PANKAJ KUMAR SINGH
HOD M.B.A. 4TH SEMESTER
ROLL NO. 0960270019

AASHLAR BUSINESS SCHOOL FARAH, MATHURA

PREFACE

1
Beginning of the system project is entirely creative. This does not come all of a sudden, but it comes by
result of discussion, consultation and contemplation. Problem unsolved here can never be satisfactory
eliminated later. It is therefore a slow process.

Moreover practical training is an important part of management courses. The theoretical studies
are not sufficient to get into the corporate world. Only practical knowledge can help us to understand the
complexities of large scale organizations.

To develop healthy managerial and administration skill in potential managers, it is necessary that
theoretical knowledge must be supplemented with exposure to the real environment. Actually, it is life
for, a management itself is realized.

In my case I confronted myself to “CUSTOMER ATTITUDE TOWARDS THE PURCHASE OF

HERO HONDA MOTORCYCLE’’. The Project covers various aspect or pricing, promotion brand and
distribution policies and tries to draw consensus the credibility to those policies. And the exposure that I
could not have gained from the books. I found it very interesting and challenging. I take knowledge about

this project from net and make this project in my own way.

ACKNOWLEDGEMENT
2
 This report bears the imprint of many persons who have helped me in numerous ways in writing

this report. It gives me great pleasure in presenting this report to the “AASHLAR BUSINESS

SCHOOL, FARAH, MATHURA ”. I would like to take this opportunity to exchange my heart full

graititude to all those who helped me in presenting this report.

I would like to take this opportunity to thanks Mrs. Sandhya Srivastava for providing the

attention, guidance, consistent encouragement and support I needed to complete this project. It stipulated

time without his active guidance.

I would also like to thanks all teachers and faculty members specially for cooperating me a lot in

this project and for providing advice to make my project more useful and impressive.

My overriding debt is to my parents who provided me moral support & inspiration needed to prepare this

report.

PANKAJ KUMAR SINGH

DECLARATION

I here by declare that the project report entitled “CUSTOMER ATTITUDE

TOWARDS THE PURCHASE OF HERO HONDA MOTORCYCLE’’ submitted by
me as a part of my M.B.A. Fourth Semester of Master of Business Administration

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 (Marketing & International Business) TO “AASHLAR BUSINESS SCHOOL,
FARAH, MATHURA ”.

(PANKAJ KUAMR SINGH)

CHAPTER PLAN

CHAPTER -1

 INTRODUCTION

• INDIAN BIKE MARKET

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 • HERO HONDA MOTORS LTD.

CHAPTER -2

 OBJECTIVES OF THE STUDY

 RESEARCH METHODOLOGY

CHAPTER -3

 DATA ANALYSIS & INTERPRETATION

CHAPTER -4

 FINDING & SUGGESTION

 RECOMMENDATIONS

CHAPTER -5

 COCLUSION

 BIBLIOGRAPHY

 QUESTIONNAIRE

CHAPTER -
1 5
  INTRODUCTION OF INDUSRY

 HISTORY OF COMPANY

 CONSUMER BUYING BEHAVIOUR

INTRODUCTION OF INDUSTERY
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. Coupled
with his need to find new thrills, new adventures and new modes of transportation, the invention
refinement of the motorcycle seems an inevitable out come.

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 It would seem that Michelangelo conceived of the bicycle as early 14 th 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 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 wasn’t 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.

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 ½ horse powers. Note this design again employed wooden wheels and
Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame.

In 1894 Hildebrand and Wolfmuller, France Worlds first production 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.

HERO HONDA IN AGRA

Hero Honda Motors Limited, based in Delhi, India, is the world's No. 1 company of motorcycles.

Hero Honda covers 55% market of Agra region because it provide best quality of product, Maintenance

7
and also service after sales. Hero Honda has variety of brand as like Hero Honda Achiever , CBZ , Hunk ,

Karizma , Passion , Passion Plus , Splendor , Splendor Plus , CD Dawn , CD Delux. At present Hero

Honda has many brand of two wheelers in difference price range so all level (High level , Middle level

,low level) person can buy the two wheeler according to their need. The market of two wheelers of agra is

increasing day by day. There are very much advancement comes in agra market in few years the customer

becoming more demanding because increasing the income level of person so increase their purchase

power and also increase the sale of two wheeier in Agra.

Two wheelers in India

Hero Honda Achiever · CBZ · Hunk · Karizma · Passion · Splendor

Avenger · Boxer · CT 100 · Discover · Eliminator · Legend · Pulsar · Pulsar

Bajaj 220-Fi (2007–2009) · Pulsar 220-i (2009–) · Platina · Wind · XCD
Kristal · Chetak · Saffire · Sunny · Wave

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TVS Victor · Flame · Apache

Honda Activa · Aviator · Dio · Unicorn

Yamaha Crux · Gladiator · Libero · RX-135 · RX 100 · R15 · FZ16 · FZ-S

Others Kinetic · LML (Lohia) · Rajdoot 350 · Royal Enfield Bullet

Hero Honda Motors Ltd.

Type Public company BSE:HEROHONDA MOTORS

Founded January 19, 1984 in Gurgaon, Haryana, India

Headquarters New Delhi, India

Key people Brijmohan Lal Munjal, Founder

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 Mr. Brijmohan Lal Munjal, Chairman
Mr. Toshiaki Nakagawa, Joint Managing Director

Mr. Pawan Munjal, Managing Director, CEO

Industry Automotive

Products Motorcycles, Scooters

Revenue U$ 2.8 billion

Website www.Herohonda.com

Hero Honda Motors Limited, based in Delhi, India, is the world's largest manufacturer of

motorcycles1. Hero Honda is a joint venture that began in 1984 between the Hero Group of India

and Honda of Japan. It has been the world's biggest manufacturer of 2-wheeled motorized

vehicles since 2001, when it produced 1.3 million motorbikes in a single year.

Hero Honda's Splendor is the world's largest selling motorcycle. Its 2 plants are in

Dharuhera and Gurgaon, both in India. Third plant at Haridwar, Uttaranchal has also started

production by April, 2008. It will have production facilities such as Lean Manufacturing

concept, more flexible lines & stream line material flow, within & proximity (planning to set

vendors in nearby locations constituting HHML Park). It specializes in dual use motorcycles that

are low powered but very fuel efficient.

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Company profile

“Hero” is the brand name used by the Munjal brothers in the year 1956 with the flagship

company Hero Cycles. The joint venture between India's Hero Group and Honda Motor

Company, Japan has not only created the world's single largest two wheeler company but also

one of the most successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was possible to

drive a vehicle without polluting the roads. The company introduced new generation

motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it -

Shut it - Forget it' campaign captured the imagination of commuters across India , and Hero

Honda sold millions of bikes purely on the commitment of increased mileage

Over 19 million Hero Honda two wheelers tread Indian roads today. These are almost as many

as the number of people in Finland , Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and today, every second

motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero

Honda's top -selling motorcycle - Splendor. This festive season, the company sold half a million

two wheelers in a single month-a feat unparalleled in global automotive history.

Hero Honda bikes currently roll out from two globally benchmarked manufacturing facilities

based at Dharuhera and Gurgaon in Haryana. These plants together are capable of churning out

3.9 million bikes per year. A third state of the art manufacturing facility at Hardwar in

Uttranchal will soon be commissioned to cope with sustained customer demand.

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Hero Honda's extensive sales and service network now spans over 3000 customer touch points.

These comprise a mix of dealerships, service and spare points, spare parts stockists and

authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda

Passport Program, one of the largest programs of this kind in the world, has over 3 million

members on its roster. The program has not only helped Hero Honda understand its customers

and deliver value at different price points, but has also created a loyal community of brand

ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is

constantly working towards consolidating its its position in the market place. The company

believes that changing demographic profile of India , increasing urbanization and the

empowerment of rural India will add millions of new families to the economic mainstream. This

would provide the growth ballast that would sustain Hero Honda in the years to come. As

Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pioneered

India 's motorcycle industry, and it's our responsibility now to take the industry to the next level.

We'll do all it takes to reach there.

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 History

India has the largest number of two wheelers in the world with 41.6 million vehicles.

India has a mix of 30 percent automobiles and 70 percent two wheelers in the country. India was

the second largest two wheeler manufacturer in the world starting in the 1950’s with the birth of

Automobile Products of India (API) that manufactured scooters. API manufactured the

Lambrettas but, another company, Bajaj Auto Ltd. surpassed API and remained through the turn

of the century from its association with Piaggio of Italy (manufacturer of Vespa scooters).

The license raj that existed between the 1940s to 1980s in India did not allow foreign companies

to enter the market and imports were tightly controlled. This regulatory maze, before the

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economic liberalization, made business easier for local players to have a seller’s market.

Customers in India were forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj

commented that he did not need a marketing department, only a dispatch department. By the

year 1990, Bajaj had a waiting list that was twenty-six times its annual output for scooters.

The motorcycle segment had the same long wait times with three manufacturers: Royal Enfield,

Ideal Jawa, and Escorts. Royal Enfield made a 350cc Bullet with the only four-stroke engine at

that time and took the higher end of the market but there was little competition for their

customers. Ideal Jawa and Escorts took the middle and lower end of the market respectively.

In the mid-1980s, the Indian government regulations changed and permitted foreign companies

to enter the Indian market through minority joint ventures. The two-wheeler market changed

with four Indo-Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and Kinetic

Motor Company (Kinetic Honda). The entry of these foreign companies changed the Indian

market dynamics from the supply side to the demand side. With a larger selection of two-

wheelers on the Indian market, consumers started to gain influence over the products they

bought and raised higher customer expectations. The industry produced more models, styling

options, prices, and different fuel efficiencies. The foreign companies new technologies helped

make the products more reliable and with better quality. Indian companies had to change to keep

up with their global counterparts.

The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at 108.

KEY MILESTONES OF HERO HONDA

14
Year Event

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1983 Joint Collaboration Agreement with Honda Motor Co., Ltd., Japan signed

Shareholders Agreement signed

1984 Hero Honda Motors Ltd. Incorporated

1985 First motorcycle "CD 100" rolled out

1987 100,000th motorcycle produced

1989 New motorcycle model - "Sleek" introduced

1991 New motorcycle model - "CD 100 SS" introduced

500,000th motorcycle produced

1992 Raman Munjal Vidya Mandir inaugurated - A School in the memory of founder

Managing Director, Mr. Raman Kant Munjal

1994 New motorcycle model - "Splendor" introduced

1,000,000th motorcycle produced

1997 New motorcycle model - "Street" introduced

Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated

1998 2,000,000th motorcycle produced

1999 New motorcycle model - "CBZ" introduced

Environment Management System of Dharuhera Plant certified with ISO-14001 by DNV

Holland

Raman Munjal Memorial Hospital inaugurated - A Hospital in the memory of founder

Managing Director, Mr. Raman Kant Munjal

2000 4,000,000th motorcycle produced

Environment Management System of Gurgaon Plant certified ISO-14001 by DNV

Holland

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 Splendor declared 'World No. 1' - largest selling single two-wheeler model

"Hero Honda Passport Programme" - CRM Programme launched

2001 New motorcycle model - "Passion" introduced

One million production in one single year

New motorcycle model - "Joy" introduced

5,000,000th motorcycle produced

2002 New motorcycle model - "Dawn" introduced

New motorcycle model - "Ambition" introduced

Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and

Zaheer Khan as Brand Ambassadors

2003 Becomes the first Indian Company to cross the cumulative 7 million sales mark

Splendor has emerged as the World's largest selling model for the third calendar year in a

row (2000, 2001, 2002)

New motorcycle model - "CD Dawn" introduced

New motorcycle model - "Splendor +" introduced

New motorcycle model - "Passion Plus" introduced

New motorcycle model - "Karizma" introduced

2004 New motorcycle model - "Ambition 135" introduced

Hero Honda became the World No. 1 Company for the third consecutive year.

Crossed sales of over 2 million units in a single year, a global record.

Splendor - World's largest selling motorcycle crossed the 5 million mark

New motorcycle model - "CBZ*" introduced

Joint Technical Agreement renewed

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 Total sales crossed a record of 10 million motorcycles

2005 Hero Honda is the World No. 1 for the 4th year in a row

New motorcycle model - "Super Splendor" introduced

New motorcycle model - "CD Deluxe" introduced

New motorcycle model - "Glamour" introduced

New motorcycle model - "Achiever" introduced

First Scooter model from Hero Honda - "Pleasure" introduced

2006 Hero Honda is the World No. 1 for the 5th year in a row

Growth

Hero Honda experienced great growth throughout its early days. The Munjal family

started a modest business of bicycle components. By 2002 Hero Group had sold 86 million

bicycles producing 16000 bicycles a day. Today Hero Honda has an assembly line of nine

different models of motorcycles available. It holds the record for most popular bike in the world

by sales for Its Splendor model. Hero Honda Motors Limited was established in joint venture

with Honda Motors of Japan in 1984, to manufacture motorcycles. It is currently the largest

producer of Two Wheelers in the world. It sold 3 million bikes in the year 2005-2006. Recently

it has also entered in scooter manufacturing, with its model PLEASURE mainly aimed at girls.

HUNK is the latest offering from the HHML stable.

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Just-in-Time Manufacturing

The Hero Group through the Hero Cycles Division was the first to introduce the concept

of just-in-time manufacturing. The Group boasts of superb operational efficiencies. Every

assembly line worker operates two machines simultaneously to save time and improve

productivity. The fact that most of the machines are either developed or fabricated in-house, has

resulted in low inventory levels.

In Hero Cycles Limited, the just-in-time inventory principle has been working since the

beginning of production in the unit. This is the Japanese style of production. In India, Hero is

probably the only company to have mastered the art of the just-in-time inventory principle.

Ancillarisation

An integral part of the Group strategy of doing business differently was providing support to

ancillary units. There are over 300 ancillary units today, whose production is dedicated to Hero's

requirements and also a large number of other vendors, which include some of the better known

companies in the automotive segment.

Labor relations

In Hero Group there is no organized labor union and family members of employees find

ready employment within Hero. The philosophy with regard to labor management is "Hero is

growing, grow with Hero." Hero workers receive a uniform allowance, as well as House Rent

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Allowance (HRA) and Leave Travel Allowance (LTA). Extra benefits include medical check-

ups not just for workers, but also for the immediate family members. For the majority of the

production workers, who are hired through contractors, these benefits are out of reach. This and

other problems lead to a strike and factory occupation by 4,000 temp workers in the Gurgaon

plant in spring 2006.

Diversification

Throughout the years of enormous growth , the Group Chairman, Mr. Lall has actively

looked at diversification. A considerable level of vertical integration in its manufacturing

activities has been ample in the Group's growth and led to the establishment of the Hero Cycles

Cold Rolling Division, Munjal and Sunbeam Castings, Munjal Auto Components and Munjal

Showa Limited amongst other component-manufacturing units.

Then there were the expansion into the automotive segment with the setting up of

Majestic Auto Limited, where the first indigenously designed moped, Hero Majestic, went into

commercial production in 1978. Then came Hero Motors which introduced Hero Puch, in

collaboration with global technology leader Steyr Daimler Puch of Austria. Hero Honda Motors

was established in 1984 to manufacture 100 cc motorcycles.

The Hero Group also took a venture into other segments like exports, financial services,

information technology, which includes customer response services and software development.

Further expansion is expected in the areas of Insurance and Telecommunication.

The Hero Group's phenomenal growth is the result of constant innovations, a close watch

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on costs and the dynamic leadership of the Group Chairman, characterized by a culture of

entrepreneurship, of right attitudes and building stronger relationships with investors, partners,

vendors and dealers and customers.

Performance vis-à-vis Industry

The Indian two wheeler industries has seen a paradigm shift from being a regime of regulation
and tight control in the 1980s to a more liberalized and a competitive present day era. After
missing out on the initial boom in two wheeler segment during the period of 1993-1996, Hero
Honda has emerged as a world leader. The gap between motorcycles sold by Hero Honda and its
closest rival is approximately 1 m units (23% of industry size). One of the reasons for the
tremendous performance of Hero Honda is the significant increase of share of motorcycles in the
two-wheeler segment, from 42% in FY99 to 77% in FY04. No doubt, that the shift in preference
of Indian populace from scooters and mopeds towards motorcycles has facilitated the growth of
Hero Honda. However its performance vis-à-vis industry indicates that the performance of Hero
Honda was better than the industry peers, barring two years. In the seven-year period ending
FY04, it has achieved a CAGR of 30% in two-wheeler volumes against 11% of the industry.

Excellent Collaborator Relationship:

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Hero Honda is now the leading two-wheeler Company in India in terms of net sales (sales less
excise duty value, which was Rs 3171 crores). It is both the leading two wheeler
manufacturer and sales operation among Honda's worldwide operations. The Company has
maintained excellent relationship with all stakeholders including its collaborators. Hero Honda
has emerged as the most successful joint venture Company of Honda in the world, their
relationship over 116 years old now.

MODELS OF HERO HONDA

Hero Honda Motors Limited is currently manufacturing the following models of two wheelers:

 Pleasure - Scooter with 102 cc air-cooled four-stroke engine Price: Rs 36,240 Delhi ex-
showroom
 Karizma - Motorbike with 223 cc four-stroke air-cooled engine Price: Rs 79,000 Delhi
ex-showroom
 Super Splendor - Motorcycle with 125 cc four-stroke air cooled engine

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 Splendor + - Motorbike with 97 cc four stroke air cooled engine Price: Rs 40,579 Delhi
ex-showroom
 Glamour - Motorbike with 125 cc (9 bhp) "quantum core" engine
 Passion + - Motorbike with 97 cc four stroke air-cooled engine Price: Rs 41,885 Delhi
ex-showroom
 CD Deluxe - Motorbike with 97 cc four-stroke air cooled engine Price: Rs 53,779 Delhi
ex-showroom
 CD 100 SS - Motorbike with 97 cc four-stroke air-cooled engine Price Rs 38,821 Delhi
ex-showroom
 CD Dawn - Motorcycle with 97 cc four-stroke air-cooled engine Price: Rs 31,899 Delhi
ex-showroom
 Achiever - Motorcycle with 149 cc four-stroke air-cooled engine Price: Rs 48,200 Delhi
ex-showroom

Hero Honda CBZ Extreme

Specification

Engine / Transmission

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Type Air Cooled, 4 Stroke Single Cylinder

Displacement 149.2 c.c.

Cylinder Arrangement Single Cylinder, Vertical Engine

Maximum Power 10.6 KW (14.4 Ps) @ 8500 rpm

Bore x Stroke 57.3 x 57.8 mm

Compression Ratio 9.1: 1

Carburettor C.V. Type

Starting Self Start / Kick Start

Idle Speed 1400 rpm + 100

Ignition AMI – Advanced Microprocessor Ignition

System

Gear Box 5 Speed constant Mesh

Brakes

Front Disc Dia 240 mm Disc – Non Asbestoes

Rear Drum Internal expanding shoe type (130) – Non Asbestoes Type

Tyre

Rim Size Front 18 x 1.85, Alloy Wheels

Rim Size Rear 18 x 2.15, Alloy Wheels

Tyre Size

Front 2.75 x 18-42 P

Tyre Size Rear 100/90 x 18 –56 P (with Tuff- up Tube)

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Dimensions

Length,mm 2080 mm

Width mm 765 mm

Heigth, mm 1145 mm

Wheel base, mm 1325 mm

Ground Clearance 145 mm

Minimum turning radius 2.10 mtrs.

Weight

Kerb Weight 141 Kg (Kick) / 143 Kg (Self).

Clutch

Clutch Multiplate wet

Availabe in following option

a) Kick Start

b) Electric Start

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 Hero Honda Karizma

Styling Super Sporty

Engine 4 stroke, Single Cylinder OHC, air cooled

Displacement 223 cc

Max. Power 17.0 PS @ 7000 rpm

Maximum Speed 125 KMPH

Acceleration (Time for

3.8 seconds
0 to 60 kmph)

Clutch Multi-plate wet type

Gear Box 5 speed, constant mesh

Frame Tubular single cradle, diamond type

Swing Arm Rectangular

Wheelbase 1355 mm

Ground Clearance 150 mm

Dimensions (L*W*H) 2125*755*1160mm

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Suspension - Front Telescopic Hydraulic Shock Absorbers

Suspension - Rear Swing arm with 5 step adjustable type hydraulic shock absorber

Tyres: Front/Rear 2.75 X 18 - 42 P/100/90 X 18 - 56 P

Fuel Tank Capacity 15.0 litre

Brake - Front Disc (276 mm diameter)

Rear Internal Expanding Shoe (130 mm)

Kerb Weight 150 kg

Ignition Digital - CDI (AMI-Advanced Microprocessor Ignition System)

Starting Kick + Self

Hero Honda Dawn

Engine 4 Stroke, Single Cylinder, Air Cooled

Cubic Capacity 97.2cc

27
 Max. Power 7.4 BHP @ 8000rpm

Gear Box 4 Speed

Ignition CDI

Front Brakes 130mm Drum

Rear Brakes 110mm Drum

Front Tyre 2.75 X 18

Rear Tyre 3.00 X 18

Wheelbase 1230mm

Ground Clearance 160mm

Dry Weight 114 Kg

Tank Capacity 10.5 Litres

Hero Honda Passion Plus

Engine 4-stroke, Single Cylinder, Air - Cooled OHC

Displacement 97.2 cc

Max. Power 7.5 Ps at 8000 rpm

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Gear Box 4 Speed Constant Mesh

Clutch Multi-Plate Wet Type

Max. Speed 85 Kmph.

Frame Tubular Double Cradle

Suspension (Front) Telescopic Hydraulic Fork

Suspension (Rear ) Swing Arm with 5 step adjustable hydraulic damper.

Tyre Size (Front) 2.75 * 18- 4 PR /42 P

Tyre Size (Rear ) 3.00*18-4/6 PR

Brakes (Front) (130mm)/ Hydraulic Disc Type (Optional)

Brakes (Rear) Internal Expanding Shoes Type (130 mm)

Final Drive Roller Chain

Battery 12 V-2.5 Ah

Ignition Electronic CDI

Starting Kick Starter

Wheelbase 1235 mm

Ground Clearance 160mm

Length 1980 mm

Width 720 mm

Height 1060 mm

Kerb Weight 116 kgs.

Fuel Tank Capacity 12.8 litres (Reserve 1.1 litres)

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Head light Halogen Bulb 35 W / 35 W

Hero Honda Achiever

Specifications

Engine / Transmission

Engine 4 Stroke, Single Cylinder, Air Cooled,

Displacement 149.1cc

Max. Power 10 KW (13.4 Bhp)

Top Speed 101 kmph

Acceleration 0-60 in (5 seconds)

Gears 5 Gears

Tyre

Tyre Size (Front) 2.75 * 18- 42 P /4 PR

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Tyre Size (Rear) 3.00*18-52 P/6 PR

Electricals

Head light Halogen Bulb 35 W / 35 W (Multi Reflector)

Brakes

Brakes (Front) Drum / Disc

Brakes (Rear) Drum

Features

Kerb Weight 134 Kgs

Frame Diamond Cradle

Red, Maroon, Yellow, Blue, Tahitian Blue, Black with Golden

Colours Available
strip, Black with Grey strip, Silver, Violet

Hero Honda Glamour

Specifications

Engine / Transmission

31
Engine 4 Stroke, Single Cylinder, Air Cooled, Quantum Core

Displacement 124.7cc

Max. Power 6.27 KW (9 Bhp) @7000 rpm

Max. Speed 95kmph

Gears 4 Gears

No. Of Variants 4

Frame Tubular Double Cradle

Tyre

Tyre Size (Front) 2.75 * 18- 42 P /4 PR

Tyre Size (Rear) 3.00*18-52 P/6 PR

Electricals

Head light Halogen Bulb 35 W / 35 W (Multi Reflector)

Starting Kick / Self Starter

Brakes

Brakes (Front) Drum / Disc

Brakes (Rear) Drum

Red, Black with Blue stripes, Black with Yellow stripes, Blue,
Colours Available
Green, Silver, Maroon, Orange, Excellent Blue, Frost Blue.

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Hero Honda Super Splendor

Specifications

Engine / Transmission

Engine 4-Stroke OHC, Single Cylinder, Air Cooled

Bore x Stroke 52.4 x 57.8 mm

Displacement 124.7 cc

Compression Ratio 9.1: 1

Max Power 6.72 Kw (9 BHP) @ 7000 rpm

Torque 10.35 Nm @ 4000 rpm

Max Speed 90 Kmph

Clutch 4 - Speed Constant Mesh

Final Drive Roller Chain

Electricals

Ignition Digital - CDI Ignition (AMI)

33
Advanced Micro Processor Ignition system

Head Light 12V - 35W Multi Reflector Halogen Bulb - AC Type

Starting Kick StartSelf Start (Optional)

Tyres

Front 2.75 X 18 – 4 PR / 42P

Rear 2.75 X 18 – 6 PR / 48P

Brakes

Internal Expanding Type - 130 mm Dia

Front Drum Type

Front Disc Type Hydraulic Disc Type - 215 mm Dia (Optional

Rear Internal Expanding Type - 130 mm Dia

Suspension

Front Telescopic Hydraulic Fork

Rear Swing Arm with Hydraulic Shock Absorbers

Dimensions

Dimensions (LXWXH) 1995 X 735 X 1095 mm

Wheel Base 1265 mm

Ground Clearance 150 mm

Kerb Weight 117 Kg (Kick Version)

34
 121 Kg (Self Version)

Frame Tubular Double Cradle

Fuel Tank Capacity 12 Ltrs. (Min)

Colours Available Black, Silver, Red, Blue, Maroon

Policy of Hero Honda

35
 Quality Policy
Excellence in quality is the core value of Hero Honda's philosophy.

We are committed at all levels to achieve high quality in whatever we do, particularly in our
products and services which will meet and exceed customer's growing aspirations through:
• Innovation in products, processes and services.
• Continuous improvement in our total quality management systems.

• Teamwork and responsibility.

 Safety Policy

Hero Honda is committed to safety and health of its employees and other persons who may be
affected by its operations. We believe that the safe work practices lead to better business
performance, motivated workforce and higher productivity.

We shall create a safety culture in the organization by:

• Integrating safety and health matters in all our activities.
• Ensuring compliance with all applicable legislative requirements.
• Empowering employees to ensure safety in their respective work places.
• Promoting safety and health awareness amongst employees, suppliers and contractors.

• Continuous improvements in safety performance through precautions besides participation and

training of employees.

WARRANTY POLICY

Scope-of-Warranty
Hero Honda Motors Limited warrants all its two–wheelers
manufactured/assembled in Dharuhera, Gurgaon and Haridwar Plants,
36
distributed in India and sold through its Authorised dealers to be free,
under normal use and condition, from any defect both in material and
workmanship, subject to the following terms and conditions.

Terms and Conditions

1. All Hero Honda two-wheelers are warranted for a certain period
specified in terms of time and kms from the date of purchase,
whichever term gets satisfied earlier.

2. It is mandatory for the customer to avail all free and paid

services as per the recommended schedule to be eligible for the
warranty benefits.

3. If a defect is observed in any Hero Honda two-wheeler, Hero

Honda's only obligation/liability is to repair or replace those
parts which is/are considered to be the cause of malfunction free
of charge of both labour and material, when Hero Honda
acknowledges that such malfunction has not come out of misuse
or improper handling etc. such defective two-wheeler should be
brought to the nearest Hero Honda dealer/authorised service
centre by the owner for necessary inspection and subsequent.

Limitations of Warranty
The warranty shall not apply:
• If any of the free services or subsequent paid service is not availed as
per the recommended service schedule given in the owner's manual.
• If Hero Honda recommended engine oil SAE- 10 W 30 SJ Grade
(JASOMA) is not used.
• To normal wear and tear components like bulbs, electrical wiring,
filters, spark plugs, clutch plates, brake shoes, fasteners, shims,
washers, oil seals, gaskets, rubber parts, plastic components, chain and

37
 sprockets and in case of wheel rim misalignment or bend.
• If there is any damage due to modification or fitting of accessories
other than the ones recommended by Hero Honda.
• If the two-wheeler has been used in any competitive events like track
races or rallies.
• If there is any damage to the painted surface due to industrial pollution
or other extraneous factors.
• For claims made for any consequential damage due to any previous
malfunction.
• For normal phenomenon like noise, vibration, oil seepage, which do
not affect the performance of the two-wheeler.
• If there is any damaged caused due to usage of improper oil/grease,
non genuine parts.
• For two-wheelers which have been used for any commercial purposes
as taxi etc.
• For maintenance repairs required due to misuse while driving or due to
adulteration of oil, petrol or due to bad road conditions.
• For consumables like oil, grease etc. used during free services or used
during warranty repairs.

Promotion Strategies

Promotion quiz

A successful product or service means nothing unless the benefit of such a service can be

communicated clearly to the target market. An organisations promotional strategy can consist of:

Advertising:

38
 Is any non personal paid form of communication using any form of mass media.

Public relations:

Involves developing positive relationships with the organisation media public. The art of good

public relations is not only to obtain favorable publicity within the media, but it is also involves

being able to handle successfully negative attention.

Sales promotion:

Commonly used to obtain an increase in sales short term. Could involve using money off

coupons or special offers.

Personal selling:

Selling a product service one to one.

Direct Mail:

Is the sending of publicity material to a named person within an organisation. There has been a

massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now

amounts to £18 bn a year representing 11.8% of advertising expenditure. Organisations can pay

thousands of pounds for databases, which contain names and addresses of potential customers.

Direct mail allows an organisation to use their resources more effectively by allowing them to

send publicity material to a named person within their target segment. By personalising

advertising, response rates increase thus increasing the chance of improving sales

39
 SALES PROMOTION

Sales promotion is another way of promoting or increasing sales. It includes all those
activities, which are used for increasing sales. It is a special type of promotional
activity carried on in such a way so as to attract consumer for buying. Sales
promotion activities consist of displays, shows, expositions, demonstration and other
special efforts such as bonus, off season discount, contests, coupons etc, that are
intended to attract consumers and create more sales.

Sales promotion refers to those marketing activities connected with the promotion of
sales other than personal selling, advertising and publicity that stimulate consumer
purchasing and dealer’s effectiveness such as display, shows and expositions,
demonstrations and various non-recurrent selling efforts not in the ordinary routine.

INTODUCTION

Our world today is characterized by promotion. Everyday when we open the

newspaper or view TV channels, we are bombarded with advertisements. Just look at
40
the prize sponsored by several films at the end of the well known programs. A part
from the prize the costumers are also attracted by the several incentive programs
cleverly designed by the marketers.

All these are means to promoter the product. Sales promotion collectively comprises
of the tools used to promote sales in a given territory anytime.

MEANING OF SALES PROMOTION

Sales promotion is one of the most loosely used terms in the marketing vocabulary.
Sales promotion consists of short term incentives to encourage sales of products or
services.

OBJECTIVES OF SALES PROMOTION

A sales promotion is done mainly to increase the sales of the company, but there are
come other objectives also which are set to be achieved through sales promotion.
These are as follows.

• To arrest seasonal declines in the sales.

• To increase the market share.
• To keep the memory of the product alive in the minds of the costumers.
• To attract costumers.
• To increasing the demand of the product.
• To assist the salesman in increasing the sales and achieving the sales targets.
• To help in introducing new products in the market.
• To induce middlemen viz. wholesalers and retailers to purchases goods in
larger quantity by offering more facilities such as credit card facility, higher
trade and cash discounts, free gifts, and bonus etc.

GROWING SIGNIFICANCE OF SALES PROMOTION

Sales promotion tools are used by most organization including manufacturers,

distributors, retailers, trade associates and non profit organization. According to the

41
18 annual surveys of promotional practices 1996. Today in many costumer goods
company’s sales promotion accounts for 75% or more of all marketing expenditure.
Sales promotion increases 12% annual compared with advertising increase of only
7.6%.

FORMS OF SALES PROMOTION

We can divide the sales promotional activities in three categories.

1. Consumer promotion: They are targeted towards final buyers.

Promoters keep in mind the consumers who are going to consume the
products.
2. Trade promotion: They are targeted towards the mediators who supply
the products or services to the final consumers such as retailers and
whole sellers.
3. Sales force promotion: They are targeted towards the employees of the
company such as sales persons.

In general sales promotion should be consumer relationship building, rather

than creating only short term sales volume or temporary brand switching.

METHODS OF SALES PROMOTION

Now a day. But there are three methods of sales promotion which are most widely
used to promote the sales.

1. CONSUMER SALES PROMOTION METHOD

Consumer sales promotion method is the method which is directed at

42
 consumers to induce them to buy the company’s product. Under this method
consumers are given incentives by the company to buy the company’s product.
Prominent consumer sales promotion devices are such as:

o Coupons
o Samples
o Premium
o Bonus stamp
o Money refund offer etc.

2. TRADE SALES PROMOTION:

Trade sales promotion is an incentive given to middle men (wholesalers,

retailers, stockiest etc.) to buy goods in large quantity from the producer or the
manufacturer. The main sales promotion schemes are as follows:

o discount to the middlemen

o Display and advertising allowances.
o Buy back allowance.
o Store demonstrations
o Free goods
o Free tours etc.

3. SALES FORCE PROMOTION METHOD:

Sales promotion method is the method which is intended to motivate the sales
force to increase sales. This method supports a sales man to perform hid job
more effectively and sincerely. The main method of the sales force promotion
contains;

o Bonus to sales forces

o Some monetary and non monetary incentives to sales force
o Sales force contests
o Sales meeting convention and conferences

43
 IMPORTANCE OF SALES PROMOTION

Sales promotion is very important in business activities. It can be helpful in many

ways to the company. The importance of the sales promotion can be understood as
follows.

• It leads a rapid increase in sales.

• It makes advertising and publicity more effective.
• It increases the demand of the new product.
• It helps in cost reduction.
• It increases the goodwill of the product.
• It helps in facing keep competition.
• It provides experimental opportunities to invent new products.
• It leads to better and direct control.
• It helps in facing keen competition.
• It helps large scale production. Actually sales promotion is his result of large
scale production.

44
 CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the impact of
various influence on them towards making decision on purchase of product and service in a
market. The field of consumer behavior studies how individuals, groups and organization select,
buy, use and dispse of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple. The wealth of
products and service produced in a country make our economy strong. The behavior of human
being during the purchase is being termed as “Buyer Behavior”. Customer says one thing but do
another. They may not be in touch with their deeper motivations. They are responding to
influences that change their mind at the last minute. A buyer makes take a decision whether save
or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is “all psychological, Social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consume and tell others about product &
service.

Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-

45
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, tradefair etc. Marketers
should find out the source of information and their relative degree of importance to the
consumes.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.

Public sources: mass media, consumer, rating organizations.

Experimental sources: Handling. Examine, using the product.

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.

4 . Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy or
not to buy. If the decision is to buy. The other additional decisions are:

Which types of bike he must buy?

From whom to buy a bike?

46
 How the payment to be made? And so on.

The marketer up to this stage has tried every means to influence the purchase
behavior, but the choice is properly consumers.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal

 Post Purchase Satisfaction:-

The buyer, S satisfaction is a function Of closeness between the buyer, S expectation and the
products Perceiver performance. The larger the gap between expectation and performance, the

g greater the consumer dissatisfaction.

 Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior.
If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product
again. Dissatisfaction consumer may abandon and return the product.

 Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If the
consumer throws the product away, the marketer needs to know how they dispose of it;
especially it can be hurt the environment.

47
 Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and
services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes, perceiving
advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore,
management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal factor, such as
need , motives, perception, and attitudes, as well as by external of enviourmenatal influences
such as the family social groups, culture, economics and business influences.

48
 CHAPTER -
2

 OBJECTIVE OF STUDY
 RESEARCH METHDOLOGY

49
 OBJECTIVES OF THE STUDY

1. To measure the customer awareness about Hero Honda Motorcycle.

2. To find out more influencing factor of buying Motorcycle.

3. To study the customer satisfaction about Hero Honda motorcycle.

4. To find out the suggestion of customer for Hero Honda Motorcycle.

5. To find out the problem of Hero Honda’s Motorcycle.

RESEARCH METHODOLOGY

50
Introduction

Marketing research is the function which links the consumer, customer and public to
the marketers through information used to identify and define marketing, opportunities and
problems, generates refine marketing action; monitor marketing performance; and improve
understanding of marketing as a process.

Marketing research specifies the information required to address these issues;

designs the method for collection information manages and implements the data collection
process; analysis the results and communication the findings and their implication.

Research definition:

“Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge,”

Research always starts with questions or a problem. Its purpose is to find answer to
questions through the application of the scientific method. It is a systematic and intensive study
directed towards a more complete knowledge of the subject studies.

Research design

“Research design is the plan, structure and strategy of investigation conceived so as to

obtain answer to research question and to control variance.”

From definition it is evident that research design is more or less a blueprint of research.

At the outset may be noted that there are several ways of studying and tackling a
problem. There is no signal perfect design. The research design can be classified in to true broad
categories:

(A) Exploratory
(B) Descriptive
(C) Casual

51
 Exploratory research is focus on the discovery of ideas. Exploratory research is carried
out to define problems and developed hypothesis to test later. An exploratory study is generally
based on the secondary data that are reading available. It does not have to change his focus of
direction, depending on the availability of new ideas and relationship among variables.

Descriptive studies are undertaken in many circumstances. Descriptive studies can be

complex, determining a high degree of scientific skill on the part of the researcher.

Casual research helps in determined cause and effect relationship. Between two or more
variables.

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 PVT. LTD.
So this makes the study a descriptive one.

Source Of Data
The sources of data collection methods are as follows.

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.

There are different methods of data collection. Important ones are :-

52
 (i) Observation method

(ii) Interview method

(iii) Through Questionnaire

(iv) Through Schedules

(v) Through Discussion

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.

Usually published data are available in :-

(i) Books, Magazines and Newspapers

(ii) Earlier report available

(iii) Technical and trade journals

(iv) public records and statistical

Data Collection Method

Researcher instruments is the tool by which the researcher can do research on specific
problems or objective. The most popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a moiled set of questions presented
to respondents for their answers. Due to this flexibility, it is most common instrument used to
collect the primary data. During the pre- testing of questionnaire, I seen the reaction of
respondents and suggestions required to make change in research instrument.

Mainly questionnaire method is more suitable

53
The questionnaire contains three types of questions.

 Open-ended question:-

It is helpful in knowing what is uppermost in the mind of the respondents. It gives

complete freedom to the respondent.

 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:-

In this, the respondent is offered two or more choice.

The sources of data collection methods are as follows.

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.

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 every one in the target
population has known chance of being sampled. So the survey is conducted particularly in Agra
City.

54
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.

Area of Study :-

Agra region

CHAPTER - 3

55
 DATA ANALYSIS & INTERPRETATION

56
 1. Have a bike

Result No. of respondent(30)

Yes 95
No 5

57
 At present time every people have two wheeler. In some case in one home 2 – 4 or more two
wheelers present.In very rear case any person has not two wheeler.

2. Company name

Company No. of respondent(30)

Hero Honda 50
Bajaj 25
Yamaha 12
TVS 8
LML 5

58
 Hero Honda cover 50 % market in the Agra. All other companies covers in 50 % market in Agra.
Bajaj present at second position. Hero Honda is also no. 1 in all world. Its product is very much
Reliable and Durable.

3. Media attract

Media No. of respondent(30)

Newspaper 10
Television 23
Friends 42
Sales Person 20
Other 5

59
 Mostly people take advice by their Relatives, Friends for purchase two wheelers. but other media
like Newspaper , T.V. , Sales person also provide information and attract for purchase.

4. Features consider

Features No. of respondent(30)

Price 38
Style 13
mileage 25
Pickup / Power 12
Resale value 7
After sales service 5

60
 At the time of purchase Motorcycle mostly people consider Price & Mileage but youths consider
look , style , Pickup. Very few people consider the resale value and after sales services.

5. Advertisement influence

Result No. of respondent(30)

Yes 78
No 22

61
 Mostly people agree with this statement that advertisement play important role in influencing the
people for purchase.

6. Satisfaction with Motorcycle’s Price & Performance

Result % of respondent
Fully satisfied 45
Partially satisfied 50
Dissatisfied 5

62
 According the data most of the people partially satisfied with its price and performance and
some people fully satisfied with its price and performance and very few people are dissatisfied
regarding the price.

7. Mode of purchase

Mode % of respondent
By cash 67
By loan 33

63
 Mostly people prefer cash purchasing mode for two wheelers rather than by loan if they have
not any problem related with money

8. Schemes attracts

Schemes % of respondent
Cash discount 48
Special offer 22
Festival offer 18
Exchange offer 12

64
 According to data Cash discount offer more attract customer for purchase motorcycle compare
than other offer like Festival gift , Exchange offer.

9. Satisfaction with after sales service

Result % of respondent
Fully satisfied 46
Partially satisfied 52
Dissatisfied 12

65
There are 46 % fully satisfied , 52% Partially satisfied & 12% person are dissatisfied after sales
service from hero Honda motorcycle because of the high price of its instruments

SWOT Analysis OF HERO HONDA

 Strengths

 Ability to understand customer’s needs and wants

 Recognized and established brand name

 Effective advertising capability

66
  Better quality of product

 Weaknesses

 R&D is not close to the Hero manufacturing plant

 Hero is vulnerable in the joint venture because

 Honda Motor Company has so much power

 Opportunities

 Global expansion into the Caribbean and Central America

 Expansion of target market (include women)

 Provide bikes in low price

67
 Threats

 Honda Motorcycles and Scooters India can take away market share and cause joint
venture to go sour

 Bajaj Motors is a strong competitor

CHAPTER - 4 68
 FINDING & SUGGESTION

 RECOMMENDATIONS

69
 FINDINGS

1. The study shows that 50 respondents are using Hero Honda.

2. The current trend is that respondents give maximum no of point to price and mileage.
3. The study show that 60 respondents are come to know from “others” and 40 respondents are
come to know from “friends” about Hero Honda bike.
4. The study shows that 35 respondents are purchase Hero Honda bike by Loan and 65
respondents are purchase Hero Honda bike by cash.
5. The study shows that 31 respondents are give point to mileage.
6. The study shows that more no. of respondents gives more weightage to price. The more no.
of serviceman, Students, Businessmen, and others give more weightage to the price when
Professionals give more weightage to the mileage.
7. The study shows that 70 respondents are father take a decision to purchase bike And 30
respondents are self take a decision to purchase bike.
8. The study shows that 35 respondents are give rank to available in show rooms and 65
respondents are give rank to after service.
9. The study shows that 48 respondents are giving excellent to Cash discount and 18 respondent
prefer festival offer.
10. The study shows that 45 respondents are purchase Hero Honda bike whose salary is below
5000 income.

70
 SUGGESTIONS

1. Hero Honda should introduce a low price moped

2. For the promotion, company show make road-show that will

3. Increase the sales. The company should give more concentrate on the advertisement.

4. Hero Honda Company should implement a new strategy to reduce the competition and
lead into the bike market.

5. As people expect more mileage per kilometer, company should increase the mileage of
the hero Honda bike.

6. Hero Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes which
can run with maximum speeds.

7. To influence the consumer behaviour, more attractive features is required.

8. The perception of the Satisfaction level among the consumers is not clear. So, it is
necessary to improve perception of the consumers regarding the quality, attractions,
features and information etc. of the Air conditioners.

71
 RECOMMENDATIONS

The recommendation which I would like to give to the company of dealers, after studying the

implications of the questionnaire of the facts gathered by me from the different books of journals are :-

1. The maintenance is the major factor in the two wheeler mkt. The Hero Honda should

maintain its maintenance quality.

2. The goodwill of a company play’s sound role in consumers buying behaviors. Image of a

company has a good position in the consumers perception. Goodwill of a company depends

upon these factor-performance of the product, quality, after sales service and above all, past

records of the company. It is also important in the case when advertising has least priority of

consumers perception of the company.

3. The dealers should improve the quality of after sales service. It should become comfortable

to consumers, not a cause of trouble.

4. The also want an improvement in its fuel efficency, i.e. mileage.

5. The Hero Honda should improve the looks/style in its product. Because know a days, the

thing are getting popular which are stylish and good looks seems to be every ones priority.

6. As we know that word of mouth advertising is the consequences of good after sales services,

so the company must not hesitate of tell about the product to nay other person in his

group/gods.

After analyzing the questionnaire and studying the facts available in the magazines. I can

conclude that there is no controversy to tell that Hero Honda is still the undisputed king in

72
 bikes mkt. to have a market share of 70%. But the times is now coming, consumers

perception are also changing at a great pace.

In the market share of 70% of Hero Honda, there is a great contribution of Hero Honda sole

model, when Hero Honda have no strong competitor. But trends have changed now.

After coming of Bajaj, people have a good choice due to changing needs and demands of general

people.

Age Factor:

As being the oldest company Hero Honda have 70% market share in bike, but if we consider the

age factor we find that the Hero Honda ltd. Hero Honda is on the No.1 position among youngsters in two

wheeler.

Class :

Hero Honda have a good mkt share in lower income group also. Because, the people of this

income group have no choice Hero Honda CD DAWN, Hero Honda CD Delux is the popular brand in

this segment. Because the two wheeler is a success while the higher income group is considers two

wheeler is a necessary thing to these people but it also maintain their nature.

The highest income group’s need is different. Scooter is not a necessity to them. These people

prefer, generally costly, good things according to there prestige.

After sales service :

73
 We all know that the productive and endorsements of the two wheeler is quite high, so it is

difficult to maintain their quality of after sale services thus it becomes much more important for the

company to have a step head of its competitor by providing better after sales services. This can help the

company to increase it sales and also to make a customers brand loyalty. In two wheeler market after

sales services works as a advertising tool.

LIMITATIONS

This survey although carried out with fullest possible efforts and devotion, the limitation of the

time, resources available and limited area chose may lead to limited representation of the universe. The

major limitations from which the study suffers are as follows.

Time Constraint:-

Time factor has been a very big limitation in the research/survey like this. The respondents have

limited time so they sometimes refuse to answer the questionnaire, also me as a surveyor has less time to

conduct the survey. So the size of the sample was restricted to Agra.

Biasness in Information:-

It was felt that respondent did not come up with true responses, in several case the respondent

answered the questions with the help of other family members and it was mostly in case of less educated

person.

Financial Constraint:-

74
 The financial aspect, which includes the traveling cost, cost of administrating questionnaire and

collection of data through other resources was also costly.

Constraint Regarding the use of technique:-

The deeper statistical techniques such as analysis using variance, multiple regressions etc., could

not be adopted due to the constraint of time and efforts. So simple statistical techniques were used to

analyze the data.

CHAPTER - 5
75
 COCLUSION

 BIBLIOGRAPHY

 QUESTIONNAIRE

Conclusion

1. Customer satisfaction is the one of the most major part of the buying behavior

2. Company has to Build strong brand awareness and credibility among its

customers
76
 3. Majorities of people are aware about its brand

4. Try to produces such vehicles that attract the customer.

5. On technical base Bajaj is the best from others but from our research, consumer

prefer Hero Honda bike due to high resell value, better quality and low maintenance.

6. Type and design of Hero Honda bikes regarding costumer satisfaction greater influence
on consumer’s buying behaviour and it role becomes vital in case of Bikes as if Price &
Quality of Electronic product is not good consumer will switch definitely to other brand
having attractive technology. Consumers are connected to all functions of technology but
different consumer has different value of functions. Lower income consumer some times
thinks good and attractive technology as cost addition. Higher income group takes it as
value addition because good technology must match their status. 67% are strongly agreed
with this statement that “Type and Design & Price of Hero Honda bikes affects consumer
decision” and 23% are agree with this.

7. Technology is a marketing tool and especially for sales promotion. Incentives printed on

the package though move the majority of the consumers but only towards such brands of

the products, which already enjoy sufficient reputation in the market. But if product is

new only good technology with all it functions sales promotion can only position the

product in the market.

BIBLIOGRAPHY

In order to prepare my Research report, I have gone through these books & magazines:

• Kotler Philip : Marketing Management

77
 • Ramanuj Mazoomdar : Product Management in India

• Chunawalla and Sethia : Fundamentals of Advertising

• News Papers

• Business Today.

• www.Google.com

• www.herohonda.com

QUESTIONNAIRES

NAME :-……………………………………………………………..

AGE:-………………………………………………………………..

ADDRESS:-………………………………………………………….

CONTECT NO…………………………………………………….

Q. 1:- Do you have a two wheeler?

78
 (A) YES [ ] (B) NO [ ]

Q. 2:- If yes, which company do you have?

(A) HERO HONDA [ ] (C) YAMAHA [ ]

(B) BAJAJ [ ] (D) TVS [ ]

Q.3:- Which media influenced you most in buying it ?

(A) NEWSPAPER [ ] (C) T.V. [ ]

(B) FRIENDS [ ] (D) SALES PERSON [ ]

Q. 4:- Which features of two wheeler affected your buying decision?

(A) LOOKS/STYLE [ ] (D) PICKUP/POWER [ ]

(B) MILAGE [ ] (E) RE-SALE VALUE [ ]

(C) PRICE [ ] (F) AFTER SALES SERVICE [ ]

Q.5:- To which income group (Per Month) you belong?

(A) BELOW Rs. 5,000 [ ] (C) Rs. 10,000- 15,000 [ ]

(B) Rs. 5,000- 10,000 [ ] (D) Rs. 15,000-ABOVE [ ]

Q.6 :- From which mode you purchase it ?

(A) CASH [ ] (B) FINANCE [ ]

Q.7:- Are you satisfied with the price of your two wheeler?

(A) YES [ ] (B) NO [ ]

79
Q. 8:- Are you satisfied with its performance?

(A) FULLY SATISFIED [ ]

(B) PARTIALLY SATISFIED [ ]

(C) UNSATISFIED [ ]

Q. 9:- Are you satisfied with its after sales services?

(A) YES [ ] (B) NO [ ]

Q . 10:- Will you advice other to buy a particular brand of two wheeler?

(A) YES [ ] (B) NO [ ]

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