HERO CYCLES , LUDHIANA

UDYING THE SATISFACTION LEVEL OF TH

DEALERS

VANEET CHOHAN
LOVELY PROFESSIONAL UNIVERSIT
 INTRODUCTION

ØHero Group is a multi-unit, multi-product, geographically diversified Group.

ØThe four Munjal brothers, hailing from a small town called Kamalia, now in Pakistan, are
the men who are behind the mission.
ØHero is established in 1956 as partnership firm, but in 1966 it is incorporated as a private.
Co. ltd. Now it is deemed public company.
ØHero Group ranks amongst the Top 10 Indian Business Houses. The Group today
comprises of 20 companies.
MAJOR PLAYERS IN THE MARKET

ØHERO
ØATLAS
ØAVON
ØTI
Ø
POSITION IN INDUSTRY
 ACHIVEMENTS

ØThe government of India honoured HERO CYCLES with the prestigious “Padma
Bhushan” in march 2005 for its contribution to trade and industry.
ØBoston Consulting Group has ranked Hero Group as one of the top ten Business Houses
on Economic value, in India.
ØHero Group Management style has been acclaimed internationally by World Bank.
ØHero Cycles Limited is a Guinness Book Record holder since 1986 as the world's largest
manufacturer of bicycles
SOME STRATERGIES
OBJECTIVES

MAIN OBJECTIVES:
ØTo know the image of product in the mind of consumer.
ØTo study the scope of improvement of relationship of the dealers with the company
ØTo study how we can increase our sales by satisfying the dealers
ØTo study what exactly dealers want from the company
ØTo study what exactly dealers facing the problems in the different seasons

SECONDARY OBJECTIVES:
ØTo compare the level of satisfaction before purchasing and after purchasing the bicycle.
ØTo find out where people want to see the promotion schemes
ØTo find out suitable location and preferred by dealers
ØTo know the most popular media for advertisement
RESERCH METHODOLOGY
The research mythology enumerates the description of the sampling plan, research
instruments used for the collection of the data, presenting of the questionnaire and use of the
statistical tools and technique for the analysis of the data collected.

RESEARCH DESIGN
The purpose of the research design is to ensure that the data collected is accurate and
relevant. Here a study on satisfaction level of the dealers is done. So the research design is so
chosen that the analysis is accurate.

SAMPLING PLAN
The cities mailnly are
Sangrur, Dhuri, Bhawnigarh, Patiala, Chandigarh, Mohali, Kharar, Rajpura, Panchkula

SAMPLING UNIT
Dealers of the bicycles were taken as the sampling unit.

SAMPLING SIZE
In all 45 dealers of the bicycles of the 9 cities were studied.
 RESERCH METHODOLOGY(cont…)
SAMPLING PROCEDURE
In all the 45 dealers of the bicycles of the 9 cities were studied. But owing to certain
constraints like non-response the sampling size was reduced to 35 dealers.

DATA COLLECTION METHOD

The whole secondary data were collected from industry profile, books, magazines and
internet. While primary data where collected though survey.

RESEARCH INSTRUMENTS
A structured and undisguised questionnaires was prepared for the purpose of the collecting
the primary data. The questionnaires included closed ended type of the questions

DATA ANALYSIS AND INTERPRETATION

The satisfaction tool to analyze and interpret the collected data was mainly percentages.
 FINDING
AND
ANALYSIS
Q-1:EXPERIENCE IN DEALERSHIP?
Q-2:YOU HAVE DEALERSHIP OF?
Q-3:WHICH ALL COMPANIES YOU ARE DEALING WITH?
Q-4:CHART AS PER ACCORDING TO SALES PER MONTH
Q-5: RANK THE FOLLOWING FACTORS FROM 1-4 AS PER
ACCORDING TO YOUR KNOWLEDGE?
1.OVER ALL QUALITY
Q-5: RANK THE FOLLOWING FACTORS FROM 1-4 AS PER
ACCORDING TO YOUR KNOWLEDGE?(cont….)
2. FIRST INSTALLATION
Q-5: RANK THE FOLLOWING FACTORS FROM 1-4 AS PER
ACCORDING TO YOUR KNOWLEDGE?(cont….)
3.AFTER PURCHASE SERVICES.
Q-6: WHAT INFLUENCE THE CUSTOMER BUYING
BEHAVIOUR?
Q-7: WHAT FACTORS ENABLES YOU TO BE THE DEALERS
OF THE COMPANY?
Q-8: WHOSE COMPANY STRATERGIES ARE BEST?
Q-9: WHOSE CHOICE AND ASSORTMENT OF THE OFFERED
PRODUCTS ARE BEST?
Q-10: AS A CUSTOMER, WHAT DO YOU CHOOSE IN YOUR
PRODUCT?
Q-11: WHOSE PROMOTIONAL ACTIVITIES ARE GOOD?
Q-12: RANGE THE SELL MOST
Q-13: WHOSE EXPECTED QUALITY & QUANTITY OF THE
PRODUCT IS SUPPLIED TO YOU THE MOST?
Q-14: WHICH COMPANY OFFERS YOU A BETTER PACKAGE
IN RELATION TO CREDIT, PURCHASE, DISCOUNT e.t.c?
Q-15: WHAT ARE THE FACTOR THAT YOU ARE EXPECTED
FROM COMPANY?
Q-16: WHOSE MARKETING STRATERGY ARE BEST?
Q-17: WHOSE COMPANY EMPLOYEES ARE BEST?
Q-18: WHOSE SALES SERVICES ARE BEST?
Q-19:HOW DO YOU PRECIEVE YOUR RELATION WITH THE
FOLLOWING COMPANIES IN PAST, PRESTNT AND IN FUTURE?
 FINDINGS
AND
RECOMENDATION
 FINDINGS
ØAccording to dealers, general public is most familiar with the brand name of the hero
cycles which shapes a competitive advantage by having strong position in the mind of the
consumers.

ØMost customer consider every thing like quality, design e.t.c while purchasing the cycle
Ø
ØAdvertisements and dealers recommendations friends/Relative suggestion for bicycles
have an impact on decision making of the customers.

ØTelevision (durdharshan channel) is the most common means of communication which

effects the choice of customers.

ØMargins are so slim and the dealers are unable to earn the profits.
Ø
ØMeeting of the dealers and company are not regular.

ØAccording to the dealers, HERO is the company which is counter of the sales.
Ø
ØBrand image and the price were considering to be the most important factors in bicycle in
respondents.
 RECOMENDATION
ØHere they should try to increase the margins in the cycle so that the dealers can earn as
per according to today scenario.
Ø
ØThey should try to not disclose the incentive that they are given to the dealers.

ØPromotional scheme should mainly centered around gift as market mainly favor these
schemes.

ØThey will try to made more fancy bikes because in the market more fancy bikes are
available for e.g chinese and B.S.E

ØHere they should open an exclusive HERO’S showroom, so that customer canget
knowledge about the HERO upcoming models.

ØHERO should give more incentives to the dealers so that it increase the satisfaction level
of the dealers and also it effect the sale i.e by this the sale can be increases
 RECOMMENDATION (cont….)

ØHero should try to make such innovation in their models and also main stress on their
looks because in this scenario, look make an important factor also.

ØThere should be an good credit policy by the HERO, so HERO try to make such policy
by this we can satisfied our dealers.
LIMITATION OF THE STUDY
ØDue to resource and constraints study was limited to 9 cities only.
Ø
ØSample area was assigned to me randomly by HERO CYCLES officials.
Ø
ØAlthough care was taken, interviewer biasness( due to busy schedule of
the business hours) might have also affected the result to some extent.
Ø
ØAccording to the sample size, findings might only be suggestive and not
only conclusive.
Ø
 THANK YOU
FOR
PAYING ATTENTION