INDEX

LIST OF TABLE AND GRAPH

No.
1 2 3 4 5 6 8 9 10 11 12

Name of Tables And Graphs

Age wise Classification Occupation wise Classification Income wise Classification Sources of finance Analysis of Preferring Auto Mobile Sources of Purchasing Bike Decision maker for purchasing Bike Feature Consideration when purchasing Bike Attributes of Showroom Schemes that Attract most Features of Purchasing Bike

Page No

SCOPE OF STUDY

The main scope of the study is limited to Surya Honda.

It also analysis the benefits accruing to the company as a result of those service.

 This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.

Objectives of the study

To understand the major factors influencing consumer behaviour. To know and recognize buying decision behaviour. To understand the stages in the buying decision process. To understand how marketers analyze consumer decision making.

Limitations of study
When the buyers are busy we cant get accurate data from them.

 According to the time limit of our project we can cover only the some area. During survey some respondents may not give answer in a proper manner.

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: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. The marketer must know which criteria the consumer will use in the purchase decision.

. 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? 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. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The Marketers 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.

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.

CHAPTER:
PROBLEM DEFINATION PROBLEM DEFINATION
To know the best consumer buying behavior and demand into the minds of consumer of Surat city because always consumer say something and does something. There are many companies manufacturing motorcycles into the market, at the same 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.

CHAPTER:RESEARCH METHDOLOGY
INTRODUCTION RSEARCH DESIGN SOURCES OF DATA SAMPLING PLAN DATA COLLECTION METHOD

RESERCH METHODOLOGY
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.
(B)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. - BY KERLINGER

From definition it is evident that research design is ore 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 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 Honda PVT. LTD. So this makes the study a descriptive one.
(D)

Sources 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.
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 companys records and other librarys 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.

(E) 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. The questionnaire contains three types of questions.

Open-ended question:I t 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.

(F) 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) sample Site:The survey was conducted in Surya Honda. (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 every one in the target population has known chance of being sampled. So the survey is conducted particularly in Surya Honda. (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)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.

1. AGE WISE CLASSIFICTION

Age (in year) 18-20 21-25 26-30 31-35 36-40 No. of respondents 30 37 15 06 07 Percentage (%) 30 37 15 06 07

41& above Total

05 100
Age wise Classification

05 100

7, 7% 6, 6%

5, 5% 30, 30% 18-20 21-25 26-30 31-35 36-40 41& above 37, 37%

15, 15%

(Sources: Questionnaire-personal Detail) Comment: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.

2. OCCUPATION WISE CLASSIFICATION

Occupation Servicemen Student Business Profession Others Total

No. of respondents 47 30 12 08 03 100

Percentage (%) 47 30 12 08 03 100

Occupation Wise Classification

No. of Respondents

100 80 60 40 20 0
rv ic em en en t ne ss si on St ud O th er s
No. of respondents Percentage (%)

Se

Occupation

(Sources: Questionnaire-personal detail) Comment:Above Chart Shows that 47 respondent are Servicemen out of 100 and 30 are the students. 12 respondents are businessman.

3. INCOME WISE CLASSIFICATION

Pr of es

us i

Income Level <= 5000 5000-10,000 10,000-15,000 15,000-20,000 20,000 Above Total

No. of respondents 54 25 11 07 03 100

Income Wise Classification

Percentage (%) 54 25 11 07 03 100

7, 7% 11, 11%

3, 3% 5000 5000-10,000 10,000-15,000 54, 54% 15,000-20,000 20,000 Above

25, 25%

(Sources: - Questionnaire Personal Detail) Comment:Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 500010,000 income level. 11% of respondents are of 10,000-15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level.

4. SOURCES OF FINANCE

Sources of Finance By cash By Loan Total

No. of respondents 45 55 100

Percentage (%) 45 55 100

55 60 50 40 30 20 10 0 By cash By Loan 45 45

55

No. of respondents Percentage (% )

(Sources: - QuestionnaireQue.8) Comment:Above Graph shows that 55 people purchase Hero Honda Bike For by Loan and 45 people purchase Hero Honda Bike from Cash.

5. ANALYSIS OF PREFERING AUTO MOBILE

Auto Mobiles Shivani Dhru Siddhi Other Total

No. of respondents 20 17 11 52 100

Percentage (%) 20 17 11 52 100

No. of respondents

Shivani 20% Other 52% Dhru 17% Siddhi 11%

(Sources: - Questionnaire Que.7) Comment:Above Chart shows that out of 100, 52 % respondents prefer other Automobile to purchase bike. 20 % respondents prefer shivani Automobile to purchase bike.

6. FROM WHICH SOURCE YOU PURCHSE BIKE?

Sources News Paper T.V.Advertisement Friends Others Total

No. of respondents 12 14 26 48 100

Percentage (%) 12 14 26 48 100

No. of respondents

News Paper, 12 T.V.Advertiseme nt, 14 Others, 48

Friends, 26

(Sources: - Questionnaire Que.3) Comment: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. 4. who is decision maker for purchasing bike in your family? Sources Father No. of respondents 46 Percentage (%) 46

Self Mother Others Total

42 10 02 100

42 10 02 100

Decision maker for purchasing bike

50 40 30 20 10 0
Father Self Mother
10 10 2 2 46 46 42 42

No. of respondents Percentage (%)

Percentage (%) No. of respondents

Others

(Sources: - Questionnaire personal detail & Que-4) Comment:Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.

5. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE PLEASE GIVES THE RANK.

Weightage Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total

6 Excellent 30 18 21 10 24 20 17 28 19 187

5 Very Good 20 11 18 17 19 12 19 19 22 157

4 Good 18 17 19 16 14 21 14 18 15 152

3 Averag e 16 30 10 24 17 23 21 13 20 174

2 Poor 10 13 11 21 09 10 17 10 14 115

1 Very Poor 06 11 21 12 17 14 12 12 10 115

Total 100 100 100 100 100 100 100 100 100 900

Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color

Weightage 426 358 355 335 381 367 362 406

Pick up Total

382 3370

Feature of purchasing Bike

11% 12%

12% 11%

Price Less maintenance Style Durability Mileage

11% 10% 11%

11%

Easy Driving Brand Reputation Color Pick up

11%

(Sources: - Questionnaire personal detail & Que-5) Comment: Above chart show that more no of respondents are give more weightage to the price.

6. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM

Attributes Available After Service Knowledge Of Sales man Service Infrastructure Total Excellent 30 16 20 25 12 103 Very Good 24 35 21 18 29 127 Good 18 24 23 27 20 112 Average 16 15 20 19 17 87 Poor 12 10 16 11 22 71 Total 100 100 100 100 100 500

Attribute of show room

100 90 80 70 60 50 40 30 20 10 0 Available After Service Knowledge Of Sales man Service 30 16 24 35 21 20 18 29 25 12 Infrastructure 18 24 23 27 12 16 10 15 20 16 11 19 17 20 Poor Average Good Very Good Excellent

22

no of respondents

(Sources: - Questionnaire personal detail & Que-6) Comment:-

Above chart shows that 30 respondents out of 100 are available who give Weight age on the excellent and second 35 respondents out of 100 are after service who gives Weight age on Attributes Excellent Very Good 21 31 Good Average Poor Total

Festival Offer 43 12 14 10 100 Exchange 15 29 12 13 100 Offer Special Gift 20 19 30 20 11 100 Cash 11 21 19 34 15 100 Discount Anniversary 14 13 12 20 41 100 Offer Total 103 105 102 100 90 500 the Very Good, 23 respondents are Knowledge of salesman who give Weight age on the good, 27 respondents are service who give Weight age on the good, 29 respondents are Infrastructure who gives Weight age on the Very Good.

9. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.

Anniv e rsary O ffe r

C ash D iscount

Poor Av e rage G ood Ve ry G ood Exce lle nt

Spe cial G ift

Exchange O ffe r

Fe stiv al O ffe r 0 20 40 60 80 100

(Sources: - Questionnaire personal detail & Que-9)

Comment:Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents are give a good rank, in cash discount 34 respondents are give a average rank

10. RATE THE FOLLOWING FEATURE YOU HAVE PURCHASE HONDA BIKE
Attributes Mileage Available Price After Service Pick up Style Color Average Total Excellent 31 14 16 20 21 18 20 27 167 Very Good 26 25 22 31 36 25 24 24 213 Good 15 32 42 25 17 15 26 20 192 Average 18 16 11 14 15 26 10 15 125 Poor 10 13 09 10 11 16 20 14 103 Total 100 100 100 100 100 100 100 100 800

Av e rag e C o lo r S tyle P ic k u p Afte r S e rv ic e P r ic e Av ailab le M ile ag e 0

27 20 18 21 20 16 14 31 22 25 24 25

24 26 15 36 31

20

15 10 26 17 15 14 11 16

14 20 16 11 10 9 13 10

E x ce lle n t Ve r y G o o d G ood Av e ra g e Poor

25 42 32 26 15

18

20

40

60

80

1 00

(Sources: - Questionnaire personal detail & Que-10) Comment:Above graph show that respondents give more weightage to the price then after they give more weightage to the mileage before purchasing motorcycle.

CHAPTER: 7
FINDINGS

Findings
The study shows that 51 respondents are using Honda. The current trend is that respondents give maximum no of point to price and mileage. The study show that 48 respondents are come to know from others and 26 respondents are come to know from friends about Honda bike. The study shows that 55 respondents are purchase Honda bike by Loan and 45 respondents are purchase Honda bike by cash. The study shows that 31 respondents are give point to mileage. 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. The study shows that 46 respondents are father take a decision to purchase bike And 42 respondents are self take a decision to purchase bike. The study shows that 30 respondents are give rank to available in show rooms and 35 respondents are give rank to after service. The study shows that 43 respondents are giving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer. The study shows that 45 respondents are purchase Honda bike whose salary is below 5000 income.

SUGGESTIONS
1. Honda should introduce a low price moped For the promotion, company show make road-show that will Increase the sales.
2. 3.

The company should give more concentrate on the advertisement. Honda Company should implement a new strategy to reduce the competition and lead into the bike market.

4.

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

CHAPTRER
REFERENCE MATERIAL

BIBLOGRAPHY APPENDICES

BIBLIOGRAPHY

Marketing research, G.C.Beri, Third Edition, Tata McGraw Hill Publishing Company Limited, New Delhi, 2000 Marketing management, Philip Kotler, Twelth (Millennium) edition, Prentice-Hall of India Private Limited, New Delhi, 2003 www. honda.com

. A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HONDA BIKE.

CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. phone no:-__________________________________________ D. Age (in year):18 to 20 [ ] 26 to 30 [ ] 36 to 40 [ ] E. Occupation:Services [ ] Students [ ] Others [ ] Businessman [ ] Professional [ ] 21 to 25 31 to 35 41 & above [ ] [ ] [ ]

F. monthly income:5000 10,000-15,000 20,000 Above

[ ] [ ] [ ]

5000-10,000 15,000-20,000

[ ] [ ]

1 Do you have bike.?

(a) Yes

[ ].

(b) No [ ]

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 How do you came to know about Honda bikes?

(A) News paper (B) Friends [ ] [ ] (C) TV advertisement [ ] (D) others [ ]

4 Who is decision maker for purchasing bike in your family?

(A) Father (B) Self [ ] [ ] (B) Mother (D) other [ ] [ ]

How you purchase bike? (A) By cash [ ] (B) By Loan [ ]

What features you considers when you purchase bike please give the rank. Excellent Very good good Average Poor Very poor

attributes

price Less maintenance Style Durability Mileage Easy driving Brand reputation Color

7 Rate the following attribute of show room

Attributes Available After sales Services infrastructure 1 2 3 4 5

8 From where are you purchasing___________?

(A) Balaji honda[ ] (B) Surya honda[ ] (C) J.S.P honda[ ] (D) others [ ]

9 Rate the following schemes that attract you most.

attributes Special Exce llent Very Good Good Average Poor

offer Exchange offer Special gift Cash discount 10 Rate the following feature you have purchase Honda Bike. Attribute Mileage Available Price After service Pick up 1 2 3 4 5

11.Are you aware of following facilities provided by surya honda Attributes Yes No Insurance Extended warranty Finance Genuine accessories 12.How do you feel comfortable with Honda bikes.?

A [Yes]

B[No]

13.Which Honda bikes you prefer most. A. Activa B. Stunner C. Unicorn D. Shine 14.Whether age is the deciding factor for choosing the brand of bikes. A.[Yes] B [No]

15.Income is the deciding factor for choosing the brand of bikes. A [Yes] B [No]

16.Would you like to recommend your products to others. A [Yes] B [No]

17.How do you think Surya Honda company can serve you better?