A

STUDY
ON
CONSUMER BUYING BEHAVIOUR AT TIME TO
PURCHASE HERO HONDA BIKE.
THE SURAT PEOPLES CO-OP. BANK COLLEGE OF
BUSINESS ADMINISTRATION
CERTIFICA TE OF THE FA CULTY
GUID E
Signature Signature
DECLARATION
I , v . , here by declare that the project report entitled
A STUDY ON CONSUMER BUYING BEHAVIOUR AT
TIME TO PURCHASE HERO HONDA BIKE.
ACKNOWLEDGEMENT
This is the pleasure movement for me to explicate my energized
intelligence. Thans to !o"!oordinator
INDE
X
NUMBER SUBJECT
PAGE
NO.
1
INTRODUCTUION
7
INTRODUCTUION OF INDUSTRY
8-9
HISTORY OF COMPANY
1-1!
"
THEORETICAL BACKGROUND
1#-"
CONSUMER BUYING BEHAVIOUR
$
PROBLEM DEFINATION
"1-"$
PROBLEM DEFINATION
SCOPE OF STUDY
OBJECTIVES OF STUDY
LIMLTATIONS OF STUDY
!
RESEACH METHODOLOGY
"!-$1
INTRODUCTION
RESEARCH DESIGN
SOURCES OF DATA
RESEARCH INSTRUMENT
SAMPLING PLAN
DATA COLLECTION METHOD
#
DATA ANALYSIS AND INTERPRETATION
$-!8
%
TESTING OF HYPOTHESIS
!9-#1
7
FINDINGS
#"-#$
8
SUGGESTIONS
#!-##
9
SWOT ANALYSIS OF HERO HONDA
#%-#8
1
REFERENCE MATERIAL
#9
BIBLIOGRAPHY
%-%1
APPENDI&
%"-%%
CHAPTER :
1
INTRODUCTION
I#T$%&'!TI%# %( I#&'S$)
*IST%$) %( !%+,-#)
INTRODUCTION OF INDUSTERY
Throughout the centuries man has striven to expand his
capabilities through the use of machine. *is ever inventive mind
has constantly devised .ays to use tool to increase his abilities to
explore the .orld around him. To go faster, deeper, higher and
further than before. !oupled .ith his need to find ne. thrills, ne.
adventures and ne. modes of transportation, the invention
refinement of the motorcycle seems an inevitable out come.
It .ould seem that +ichelangelo conceived of the bicycle as
early /0
th
century. -nd his dra.ing sho.s a remarable
resemblance to he modern day bie. It had .heels of similar size
and even pedals and chain. -lbeit .ithout any apparent means of
steering.
Through never built, it .as a remarably clever design, and
early bicycle maers .ould have done .ell to study his concepts,
there have, in fact been 0 machines built based on his dra.ing,
attesting to the viability of his design.
It .asn1t until /234 that the first serious attempts .ere made
to produce motor driven bicycles. These very first .ere po.ered
by steam, and driven by leather belts or as in the case of the roper
steam velocipede of /234 by a system of levers attached to a cran
on the driven .heel.
In /225 the &aimler, 6urope this is consider by many as the
first true motorcycle or motor bicycle, as it .as the first to employ
an internal combustion engine and .as designed from the ground
up to be motor po.ered. &esigned by gottlibe &aimler it .as
po.ered by an %tto cycle engine producing about 7 horse po.ers.
#ote this design again employed .ooden .heels and &aimler
dropped the t.ist grip controls from his /288 design in favor of
leavers on the frame.
In /240 *ildebrand and 9olfmuller, (rance 9orlds first
production motorcycle. It came .ith a /0:2 cc .ater cooled four"
stroe motor producing :.5 bhp. -nd speed of :5 mph.
In /242 orient"-ster, 'S- the -merican made production
motorcycle .as this entry built by the +etz !ompany, in 9altham,
mass, it used an aster engine that .as a (rench copy of the +etz
!ompany, in 9altham, mass.
History OF C OMPANY
Type ; ,ublic company
(ounded ; <anuary /4, /420
*ead=uarters ; *aryana, Indian
>ey ,eople ; ?rijmohan lall munjal
@!hairman and managing &irectorA
Industry ; -utomotive
,roduce ; +otorcycle, Scooters
/B
*ero *onda +otorcycles limited is an Indian manufacturer
of motorcycles and scooters. *ero *onda is a joint Centure that
began in /420 bet.een the *ero Droup of India and *onda (rom
<apan. It has been the .orld1s biggest manufacturer of :".heeled
motorized vehicles since :BB/. 9hen it produced /.E million
motorbies in a single year. *ero *ondas splendor is the largest
selling motorcycle its : plants are in &haruhera and Durgaon, both
in *aryana India. It specializes in dual use motorcycles that are
lo. po.ered but very fuel efficient.
//
India has the largest number of t.o .heelers in the .orld .ith
0/.3 million vehicles. India has a mix of EB percent automobiles
and 8B percent t.o .heeler in the country. India .as the second
largest t.o .heeler manufacturer in the .orld starting in the/45Bs
.ith the birth of -utomobile products of India @-,IA that
manufactured scooters. -,I manufactured the lambrettas but,
another company, ?aja -uto Ftd. Surpassed -,I and remained
through the turn of the century from its association .ith piaggio of
Italy @manufactured of vespaA
The license raj that existed bet.een the /40Bs and /42Bs in
India. &id not allo. foreign companies to enter the maret and
imports .ere tightly controlled. !ustomers in India .ere forced to
.ait /: years to buy a scooter from ?ajaj. The !6% of ?ajaj
commented that he did not need a mareting department, only a
dispatch department. ?y the year /44B, ?ajaj had a .aiting list that
.as t.enty"six times its annual output for scooters.
In the mid"/42Bs, the Indian government regulation changed
and permitted foreign companies to enter the Indian maret
through minority joint ventures. The t.o .heeler maret changed
.ith four indo"<apanese joint ventures; *ero *onda, TCS Suzui,
?ajaj >a.asai and >inetic *onda. The entry of these foreign
companies changed the Indian maret dynamics from the supply
demand side. 9ith a larger selection of t.o".heelers on the Indian
maret, consumer started to gain influence over the products they
bought and raised higher customer expectations. The industry
produced more models, styling options, price, and different fuel
efficiencies. The foreign companies ne. technologies helped mae
the products more reliable and .ith better =uality. Indian
companies had to change to eep up .ith their global.
&uring the 2Bs, *ero *onda became the first company in India to
prove that it .as possible to drive a vehicle .ithout polluting the
roads. The company introduced ne. generation motorcycles that
set industry benchmars for fuel thrift and lo. emission.
- legendary G(ill it " Shut it " (orget itG campaign captured
the imagination of commuters across India, and *ero *onda
sold millions of bies purely on the commitment of increased
mileage. *ero *onda has consistently gro.n at
double digits since inceptionH and today,
every second motorcycle sold in the country is a *ero *onda.
6very EB seconds, someone in India buys *ero *ondaGs top
"selling motorcycle " Splendor. This festive season, the company
sold half a million t.o .heelers in a single month"a feat
unparalleled in global automotive history.
*ero *onda values its relationship .ith customers. Its uni=ue
!$+ initiative " *ero *onda ,assport ,rogram, one of the largest
programs of this ind in the .orld, has over E million members
on its roster. The program has not only
helped *ero *onda understand its customers and deliver
value at different price points, but has also created a loyal
community of brand ambassadors.
E'()**)+, C- * *. /- 0.,- 0 R)*.,1- +2314 5
*ero *onda is no. the leading t.o".heeler !ompany in India in
terms of net sales @sales less excise duty value, .hich .as $s
E/8/ croresA. It is /-,3 ,3) *).61+7 ,8- 83))*)0 9.+:;.(,:0)0
.+6 2.*)2 -4)0.,1-+ .9-+7 H-+6.<2 8-0*6816) -4)0.,1-+2.
The !ompany has maintained excellent
relationship .ith all staeholders
including its collaborators. *ero *onda has emerged as the most
successful joint venture !ompany of *onda in the .orld, their
relationship over //3 years old no..
CHAPTER:2
THEORITICAL BACKGROUND
!%#S'+6$ ?')I#D ?6*-CI%'$
CONSUMER BUYING
BEHVIOUR
The main aim of mareting is meet and satisfy target
customers need and .ants buyer behavior refers to the peoples or
organization conduct activities and together .ith the impact of
various influence on them to.ards maing decision on purchase of
product and service in a maret. The field of consumer behavior
studies ho. 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 no.ing
customer are never simple. The .ealth of products and service
produced in a country mae our economy strong. The behavior of
human being during the purchase is being termed as ?uyer
?ehavior . !ustomer says one thing but do another. They may not
be in touch .ith their deeper motivations. They are responding to
influences that change their mind at the last minute. - buyer maes
tae a decision .hether save or spend the money.
Cos!"#r B!yi $ D #%isio Pr o%#ss
There are follo.ing five stages in consumer buying decision
process.
1. P0-/*)9 16)+, 1 ;1(.,1 - + 5 -
The buying process starts .hen the buyer recognizes a problem or
need. The need can be triggered by internal or external stimuli.
+areters need to identify the circumstances that trigger a
particular need. ?y gathering information from a number of
consumers, +areters can identify the most fre=uent stimuli that
spar an interest in a product category. They can then develop
mareting strategies that trigger consumer interest.
". I+;-0 9 . , 1-+ S).0(3 5 -
The consumer tries to collect information regarding various
productsIservice. 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. +areters should
find out the source of information and their relative degree of
importance to the consumes.
P ) 02-+.* S- : 0 ( ) 25 (amily, friends, neighbor, as
=uittances.
C-99) 0 ( 1 . * S- : 0 ( )5 -dvertising, sales persons, dealers,
pacaging, displays.
P: / *1 ( 2- : 0() 2 ; mass media, consumer, rating organizations.
E'4)0 19) +,.* 2-:0( )2 5 *andling. 6xamine, using the product.
$. E=.*:.,1 -+ -; .* ,)0+.,1=)5 -
There is no single process used by all consumers by one consumer
in all buying situations. There is several (irst, the consumer
processes, some basic concepts are;
(irst, the consumer is trying to satisfy need.
Second, the consumer is looing for certain benefits from the
product solutions.
The mareter must no. .hich criteria the consumer .ill
use in the purchase decision.
! . C 3 -1 ( ) -; 4:0(3 . 21+7 6)( 1 21- + 5-
(rom among the purchase of alternatives the consumer maes the
solution. It may be to buy or not to buy. If the decision is to buy.
The other additional decisions are;
9hich types of bie he must buyJ
(rom .hom to buy a bieJ
*o. the payment to be madeJ -nd so on.
The mareter 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.
#. P-2, P:0(3.2) B)3.=1-05 -
-fter purchase the product, the consumer .ill experience the same
level of product. The +areter1s job not end .hen the product is
buying must monitor post"purchase satisfaction, post"purchase
action, post"purchase use and disposal
P - 2, P:0 ( 3.2) S.,12 ; .( , 1-+;"
The buyer, S satisfaction is a function %f closeness bet.een the
buyer, S expectation and the products ,erceiver performance.
The larger the gap bet.een expectation and performance, the
g greater the consumer dissatisfaction.
P-2, 4:0(3.2) A (,1-+5 -
The !onsumer, S satisfaction or dissatisfaction .ith the product
influence subse=uent behavior. If the consumer satisfied, he or she
.ill exhibit a higher probability of purchasing the product again.
&issatisfaction consumer may abandon and return the product.
P-2, - P:0 ( 3. 2 ) U 2) -0 D12 4 -2. * ;"
The mareter should also monitor ne. 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 thro.s
the product a.ay, the mareter needs to no. ho. they dispose of
itH especially it can be hurt the environment.
C3.0.(, )01 2,1 ( -; B:>)0 B)3.=1-02
The chief characteristics of the buyers behaviors are as
follo.;"
?1@ It consists of mental and physical activities .hich consumers
undertae to get goods and services and obtain satisfaction from
them.
?"@ It includes both observable activities such as .aling through
the maret to examine merchandise and maing a purchase and
mental activities"such as forming attitudes, perceiving advertising
material, and learning to prefer particular brands.
?$@ !onsumer behaviors are very complex and dynamic to
constantly changing. -nd therefore, management need to adjust
.ith the change other.ise maret may be lot.
?!@ The individuals specific behaviors in the maret place is
affected by internal factor, such as need , motives, perception, and
attitudes, as .ell as by external of enviourmenatal influences such
as the family social groups, culture, economics and business
influences.
CHAPTER:&
PROBLEM DEFINATION
PROBLEM DEFINATION
OBJECTIVE OF STUDY
LIMITATIONS OF STUDY
PROBLEM DEFINATION
To no. the best consumer buying behavior and demand into
the minds of consumer of Surat city because al.ays consumer say
something and does something. There are many companies
manufacturing motorcycles into the maret, at the same time as
there are many companies manufacturing motorcycles, idea about
thining of customer on .hether, .hat, ho., and for .hom to
purchase the motorcycle.
Therefore, research is re=uired to measure present consumer
buying behavior at the purchase of *ero *onda bie. so the
researcher problem is to identify .hat are the criteria that
prospective customer taes into consideration before buying the
motorcycles.
SCOPE OF STUDY
The main scope of the study is limited to Surat city.
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 bie place.
OB'ECTIVES OF STUDY
To no. maret position of *ero *onda bie in the
maret.
To no. consumer behavior for purchase of t.o .heeler
bie.
Li"it(tios o) st!*y
9hen the buyers are busy .e can1t get accurate data from
them.
-ccording to the time limit of our project .e can cover
only the some area.
&uring survey some respondents may not give ans.er in a
proper manner.
CHAPTER:+,
RESEARCH METHDOLOGY
INTRODUCTION
RSEARCH DESIGN
SOURCES OF
DATA SAMPLING
PLAN
DATA COLLECTION METHOD
RESERCH MET HODOLOGY
?A@I + ,0- 6 :(,1-+
+areting research is the function .hich lins the
consumer, customer and public to the mareters through
information used to identify and define mareting, opportunities
and problems, generates refine mareting actionH monitor
mareting performanceH and improve understanding of mareting
as a process.
+areting research specifies the information re=uired
to address these issuesH designs the method for collection
information manages and implements the data collection processH
analysis the results and communication the findings and their
implication.
R)2).0(3 6);1+1,1-+5
$esearch is careful in=uiry or examination to discover
ne. information and relationship and to expand and to verify
exiting
no.ledge,
$esearch al.ays starts .ith =uestions or a problem. Its
purpose is to find ans.er to =uestions through the application of
the scientific method. It is a systematic and intensive study
directed to.ards a more complete no.ledge of the subject
studies.
?B@ R)2).0(3 6)217+
$esearch design is the plan, structure and strategy of
investigation conceived so as to obtain ans.er to research =uestion
and to control variance.
" BY KERLINGER
(rom definition it is evident that research design is ore or less a
blueprint of research.
-t the outset may be noted that there are several .ays of
studying and tacling a problem. There is no signal perfect design.
The research design can be classified in to true broad categories;
@-A 6xploratory
@?A &escriptive
@!A !asual
6xploratory research is focus on the discovery of ideas.
6xploratory research is carried out to define problems and
developed hypothesis to test later. -n 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 ne. ideas and relationship among variables.
&escriptive studies are undertaen in many circumstances.
&escriptive studies can be complex, determining a high degree of
scientific sill on the part of the researcher.
!asual research helps in determined cause and effect
relationship. ?et.een t.o or more variables.
The present study sees to find out the consumers attitude
to.ards buying of bie. The study also aims at findings out the
dra.bacs of the mareting set up of *ero *onda ,CT. FT&. So
this maes the study a descriptive one.
?C@ S- :0()2 - ; D. ,.
The sources of data collection methods are as follo.s.
aA P 0 19 .0 > 6., . ;"
The primary data is that .hich details .e collect first time
from the maret and also used first time in the research. 9e also
say that the information is first time in the research decision. To
collect the primary data =uestionnaire is prepared structure non"
disguise =uestionnaire is prepared.
/@ S)(-+6.0> 6.,.5-
Secondary data are those data .hich are already collected by
someone for some purpose and are available for the present studyH
secondary data are already collected by the company1s records and
other library1s boos. 9hen the secondary data are sufficient, the
researcher has to be satisfied .ith the primary sources of data.
Secondary data can be used as bases for comparison .ith primary
data have been collected by =uestionnaire.
?D@ D.,. C- **)(,1-+ M),3 -6
$esearcher instruments is the tool by .hich the researcher
can do research on specific problems or objective. The most
popular researcher instrument for collection data is
Kuestionnaire for a particular investigation. It is simple for a
moiled set of =uestions presented to respondents for their ans.ers.
&ue to this flexibility, it is most common instrument used to
collect the primary data. &uring the pre" testing of =uestionnaire, I
seen the reaction of respondents and suggestions re=uired to mae
change in research instrument.
The =uestionnaire contains three types of =uestions.
O 4) + - )+6)6 A:) 2 ,1- + 5-
It is helpful in no.ing .hat is uppermost in the mind of the
respondents. It gives complete freedom to the respondent.
D1(3- ,- 9- :2 A:) 2,1- +2 ;"
It has only t.o ans.ers in form Lyes1 or Ln1, Ltrue1 or Lfalse1,
Luse1 or Ldo not use1. So the respondent is offered t.o or more
choice.
M :*,14* ) - (3 - 1() A:)2,1 - + ;"
In this, the respondent is offered t.o or more choice.
:2
?E@ S. 94*1+7 4*.+
Sampling is a process of obtaining. The information about the
entire population by examine a part of it .The effectiveness of the
research depends on the sample size selected for the survey
purpose.
?A@ 2.94*) S1,)5-
The survey .as conducted in S'$-T !IT).
?B@S.94*1+7 U+1,5-
It means 9ho is to be surveyed . *ere target population
is decided and it is .ho are interested to purchase ?ie and
sampling frame is developed so that every one in the target
population has no.n chance of being sampled. So the survey is
conducted particularly in Surat !ity.
?C@S.94*) 21B)5-
(or 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 bie. The sample size is /BB
respondents.
?D@S.94*1+7 M),3-65-
- Stratified random sample is one .here the population is
divided in to mutually exhaustive strata or sub"group and then a
simple random is selected .ithin 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 .ISE CLASS IFICTION
Age wise Classification
15, 15%
6, 6%
7, 7%
5, 5%
37, 37%
30, 30%
18-20
21-25
26-30
31-35
36-40
41& above
N
o

o
f

!
e
s
"
o
n
#
e
n
t
s
@Sources; Kuestionnaire"personal &etailA
!omment;"
-bove Draph sho.s are EBM of respondent in age group
of /2":B, E8Mof respondent in age group of :/":5, /5M of
respondent in age group of :3"EB, 8M and 5M respondent are come
in E3"0B and 0/Nabove.
2- OCCUPATION .ISE CLASSIFICATION
100
80
60
40
20
0
$cc%"ation &ise Classification
No of 'e s "on#e nts
(e 'ce ntage )%*
$cc%"ation
@Sources; Kuestionnaire"personal detailA
!omment;"
-bove !hart Sho.s that 08 respondent are Servicemen out
of /BB and EB are the students. /: respondents are businessman.
&- INCOME .ISE CLASSIFICATION
+nco,e &ise Classification
11, 11%
25, 25%
7, 7%
3, 3%
54, 54%
5000
5000-10,000
10,000-15,000
15,000-20,000
20,000 Above
,- SOURCES OF FINANCE
55 55
60
45 45
50
40
30
20
No of
'es"on#ents
(e'centage )% *
10
0
-. cas/ -. 0oan
!omment;"
-bove Draph sho.s that 55 people purchase *er
*onda ?ie (or by Foan and 05 people purchase *ero *onda ?ie
from !ash.
/- ANALYSIS OF P REFERING AUTO
MOBILE
-uto +obiles #o. of respondents ,ercentage @MA
Shivani :B :B
&hru /8 /8
Siddhi // //
%ther 5: 5:
Total /BB /BB
No of 'es"on#ents
$t/e'
52%
/ivani
20%
1/'%
17%
i##/i
11%
@Sources; " Kuestionnaire O Kue.8A
!omment;"
-bove !hart sho.s that out of /BB, 5: M respondents
prefer other -utomobile to purchase bie. :B M respondents prefer
shivani -utomobile to purchase bie.
E8
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0- FROM .HICH SOURCE YOU P URCHSE
BI1E2
Sources #o. of respondents ,ercentage @MA
#e.s ,aper /: /:
T.C.-dvertisement /0 /0
(riends :3 :3
%thers 02 02
Total /BB /BB
No of 'es"on#ents
$t/e's, 48
News (a"e', 12
2A#ve'tise,e
nt, 14
3'ien#s, 26
@Sources; " Kuestionnaire O Kue.EA
!omment;"
-bove graph sho.s that 02 M respondents are come to
no. from the Lother1. Then :3 M respondents are come to no.
from the Lfriends1. /0 M N /: M respondents are come to no.
from the T.C.-dvertisement N ne.s paper.
E2
N
o

$
f

!
e
s
"
o
n
#
e
n
t
s
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3 AGE V4S USAGE O F COMPANIES M OTORCYCLE
-ge @in
yearA
*ero
*onda
?ajaj TCS )amaha *onda Total
/2":B /5 B5 BE B: B5 EB
:/":5 :E B3 BE BE B: E8
:3"EB B4 B: B/ BE BB /5
E/"E5 B: BB B/ B/ B: B3
E3"0B B/ : B: B/ B/ B8
0/N
above
B/ B/ BB B: B/ B5
Total 5/ /3 /B /: // /BB
Age 245 $f Co,"anies 6oto'c.cles
25
20
18-20
15
21-25
26-30
31-35
10
36-40
41& above
5
0
7e'o 7on#a -a8a8 925 :a,a/a 7on#a
@Sources; " Kuestionnaire O personal detailA
!omment; "
-bove !harts sho.s that 5/ respondents are use *ero
*onda !ompany1s +otorcycle. -nd /3 respondents are using
?ajaj bies.
E4
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,- .5 o is *# %is io "(6# r ) or 7! r%5 (s i $ 8i6# i
yo!r )( "i9y2
Sources #o. of respondents ,ercentage @MA
(ather 03 03
Self 0: 0:
+other /B /B
%thers B: B:
Total /BB /BB
1ecision ,a;e' fo' "%'c/asing bi;e
50 46
46
42
40
42
30
20
10
0
3at/e'
5elf
10
10
6ot/e'
2
(e'centage )%*
2
No of 'es"on#ents
No of 'es"on#ents
(e'centage )%*
$t/e's
@Sources; " Kuestionnaire O personal detail N Kue"0A
!omment;"
-bove Draph sho.s that 03 M respondents tae decision
by father for purchasing bie. -nd 0: M respondents are tae
decision by self for purchasing bie.
0B
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/- .H A T F E A TURES YOU C O N SIDE R S . HEN YOU
PURCHASE BI1E P LEASE GIVES THE RAN1-
9eightage 3 5 0 E : /
-ttributes 6xcellent Cery
Dood
Dood -verag
e
,oor Cery
,oor
Total Total
score
,rice EB :B /2 /3 /B B3 /BB 0:3
Fess
maintenance
/2 // /8 EB /E // /BB E52
Style :/ /2 /4 /B // :/ /BB E55
&urability /B /8 /3 :0 :/ /: /BB EE5
+ileage :0 /4 /0 /8 B4 /8 /BB E2/
6asy
&riving
:B /: :/ :E /B /0 /BB E38
?rand
$eputation
/8 /4 /0 :/ /8 /: /BB E3:
!olor :2 /4 /2 /E /B /: /BB 0B3
,ic up /4 :: /5 :B /0 /B /BB E2:
Total /28 /58 /5: /80 //5 //5 4BB EE8B
0/
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-ttributes 9eightage
,rice 0:3
Fess maintenance E52
Style E55
&urability EE5
+ileage E2/
6asy &riving E38
?rand $eputation E3:
!olor 0B3
,ic up E2:
Total EE8B
3eat%'e of "%'c/asing -i;e
12%
11%
11% 12%
11%
11%
('ice
0ess ,aintenance
5t.le
1%'abilit.
6ileage
<as. 1'iving
-'an# !e"%tation
11%
11%
10%
Colo'
(ic; %"
@Sources; " Kuestionnaire O personal detail N Kue"5A
!omment;"
-bove chart sho. that more no of respondents are give
more .eightage to the price.
0:
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0- RATE T HE FO L L O .ING
ATTRI B UTES O F
SHO. ROOM
-ttributes 6xcellent Cery
Dood
Dood -verage ,oor Total
-vailable EB :0 /2 /3 /: /BB
-fter Service /3 E5 :0 /5 /B /BB
>no.ledge
%f Sales man
:B :/ :E :B /3 /BB
Service :5 /2 :8 /4 // /BB
Infrastructure /: :4 :B /8 :: /BB
Total /BE /:8 //: 28 8/ 5BB
0E
n
o

o
f

'
e
s
"
o
n
#
e
n
t
s
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Att'ib%te of s/ow 'oo,
100
=0
12
10
16
11
22
80 16
15
20
70
60
18 24
50
23
40
24
1=
17
(oo'
27
Ave'age
20
>oo#
2e'. >oo#
30
35
21
18
20
10
16
20
25
0
<?cellent
2=
12
Available Afte' 5e'vice @nowle#ge $f
5ales ,an
5e'vice +nf'ast'%ct%'e
@Sources; " Kuestionnaire O personal detail N Kue"3A
!omment;"
-bove chart sho.s that EB respondents out of /BB are
available .ho give 9eight age on the excellent and second E5
respondents out of /BB are after service .ho gives 9eight age on
the Cery Dood, :E respondents are >no.ledge of salesman .ho
give 9eight age on the good, :8 respondents are service .ho give
9eight age on the good, :4 respondents are Infrastructure .ho
gives 9eight age on the Cery Dood.
00
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:- RATE T HE FO L L O . ING
SCHE M E S TH A T
ATTRACT YOU MOST-
-ttributes 6xcellent Cery
Dood
Dood -verage ,oor Total
(estival
%ffer
0E :/ /: /0 /B /BB
6xchange
%ffer
/5 E/ :4 /: /E /BB
Special Dift :B /4 EB :B // /BB
!ash
&iscount
// :/ /4 E0 /5 /BB
-nniversary
%ffer
/0 /E /: :B 0/ /BB
Total /BE /B5 /B: /BB 4B 5BB
05
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Annive'sa'. $ffe'
Cas/ 1isco%nt
5"ecial
>ift
<?c/ange
$ffe'
(oo'
Ave'ag
e >oo#
2e'.
>oo#
<?cellent
3estival $ffe'
0 20 40 60 80 100
@Sources; " Kuestionnaire O personal detail N Kue"4A
!omment;"
-bove graph sho.s that in festival offer 0E respondents
out of /BB are give a excellent, then in exchange offer E/
respondents out of /BB are give a very good ran, in special gift EB
respondents are give a good ran, in cash discount E0 respondents
are give a average ran
03
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1;- RA T E T H E FO L L O .ING FEATU R E YOU
HA V E
PURCHASE HERO HONDA BI1E
-ttributes 6xcellent Cery
Dood
Dood -verage ,oor Total
+ileage E/ :3 /5 /2 /B /BB
-vailable /0 :5 E: /3 /E /BB
,rice /3 :: 0: // B4 /BB
-fter
Service
:B E/ :5 /0 /B /BB
,ic up :/ E3 /8 /5 // /BB
Style /2 :5 /5 :3 /3 /BB
!olor :B :0 :3 /B :B /BB
-verage :8 :0 :B /5 /0 /BB
Total /38 :/E /4: /:5 /BE 2BB
08
27 24 20 15 14
20 24 26 10 20
18 25 15 26 16
21 36 17 15 11
20 31 25 14 10
16 22 42 11 =
14 25 32 16 13
31 26 15 18 10
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Ave'age
Colo'
5t.le
(ic; %"
Afte' 5e'vice
('ice
<?cellent
2e'.
>oo#
>oo#
Ave'age
(oo'
Available
6ileage
0 20 40 60 80 100
@Sources; " Kuestionnaire O personal detail N Kue"/BA
!omment;"
-bove graph sho. that respondents give more .eightage
to the price then after they give more .eightage to the mileage
before purchasing motorcycle.
02
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CHAPTER:
0
T6STI#D %( *),%T*6SIS
04
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TES TING OF HYPO THES IS
- hypothesis is a proposition, .hich the researcher .ants to
verify. It is tall test and my null hypotheses are,
*B; , P B.0B
*/; , Q B.0B
9ith reference to favorable maret of *ero *onda ?ie.
#o. to verify this hypothesis I have taen significantlevel of
/ M. It means in the long run ris of maing the .rong decision is
I out of every /BB.
Since the sample size is more than EB the use of R test is
most applicable.
#o.,
, P ,robability of *ero *onda is given best by consumer.
K P ,robability of other company bie is given best by consumer.
S P *ero *onda bie is purchased by consumer.
# P Total no. of $espondents.
, P xIn
P5/I/BB
PB.5/
= P/"p i.e. B.04
R calculation P p O =
T ,K
/BB
5B
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P B.5/" B.0B
T B.04UB.0
/BB
P B.//
T B.BB/43
P B.//
B.B00:8
P :.02
P :.02 V :.53
So, *o. may accepted at / M level of significance. It may be
concluded that 0B M of consumer go for other company bie and
3B M go for *ero *onda bie.
5/
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CHAPTER:
3
FINDINGS
5:
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Fi*i$s
The study sho.s that 5/ respondents are using *ero *onda.
The current trend is that respondents give maximum no of point
to price and mileage.
The study sho. that 02 respondents are come to no. from
others and :3 respondents are come to no. from
friends
about *ero *onda bie.
The study sho.s that 55 respondents are purchase *ero *onda
bie by Foan and 05 respondents are purchase *ero *onda bie
by cash.
The study sho.s that E/ respondents are give point to mileage.
The study sho.s that more no. of respondents gives more
.eightage to price. The more no. of serviceman, Students,
?usinessmen, and others give more .eightage to the price .hen
,rofessionals give more .eightage to the mileage.
The study sho.s that 03 respondents are father tae a decision
to purchase bie -nd 0: respondents are self tae a decision to
purchase bie.
The study sho.s that EB respondents are give ran to available
in sho. rooms and E5 respondents are give ran to after service.
The study sho.s that 0E respondents are giving excellent to
festival offer and 0/ respondents are give poor ran to the
anniversary offer.
The study sho.s that 05 respondents are purchase *ero *onda
bie .hose salary is belo. 5BBB income.
5E
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50
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SUGGESTI ONS
/. *ero *onda should introduce a lo. price moped
:. (or the promotion, company sho. mae road"sho. that .ill
E. Increase the sales. The company should give more
concentrate on the advertisement.
0. *ero *onda !ompany should implement a ne. strategy to
reduce the competition and lead into the bie maret.
5. -s people expect more mileage per ilometer, company
should increase the mileage of the hero *onda bie.
3. *ero *onda should mae a sports bie lie to >a.asai
Suzui *yabusa bies .hich can run .ith maximum speeds.
55
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S.O
T
A(9ysis
O
F
HERO
HONDA
53
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S.OT
S.OT
A
A
(
(
9y
9y
sis
sis
S, 0)+7,32
-bility to understand customer1s needs and .ants
$ecognized and established brand name
6ffective advertising capability
W).C+)22)2
$N& is not close to the *ero manufacturing plant
*ero is vulnerable in the joint venture because
*onda +otor !ompany has so much po.er
58
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O O4 44 4- -0 0, ,: :+ +1 1, ,1 1)2 )2
D Dl lob oba al l e exp xpa an ns si io on n i in nt to o t the he ! !a ar ri ib bb bea ean n a and nd ! !e en nt tr ra al l
- -m me er ric ica a
6 6xp xpan ans si ion on of of t ta ar rg ge et t m ma ar re et t @ @i in nc cl lude ude . .o om me enA nA
? ?ec eco om me e Ind Indi ia a1s 1s lea lead de er r i in n t th he e s sc co oo ote ter r m ma ar r e et t
T T30 30) )., .,2 2
* *onda onda + +o ot tor orc cy yc cle les s a and nd S Sc coo oot te ers rs Ind Indi ia a ca can n ta ta e e
a a.a .ay y m ma ar re et t s sh ha are re a and nd c ca au us se e j jo oi in nt t v ve en nt ture uret to o go go
s sour our
? ?aja ajaj j +o +ot tors ors i is s a a s st trong rong c co om mp pet eti it tor or
52
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CHAPTRE:
<
REFERENCE MATERIAL
?I?F%D$-,*)
-,,6#&I!6S
54
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3B
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BIBLIOGRA PHY
+areting research, D.!.?eri, Third 6dition, Tata +cDra.
*ill ,ublishing !ompany Fimited, #e. &elhi, :BBB
+areting management, ,hilip >otler, T.elth @+illenniumA
edition, ,rentice"*all of India ,rivate Fimited, #e. &elhi, :BBE
....heroh ond a.c o m
3/
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3:
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APPENDICE
S
DUESTIONNA IRE
A STUDY ON CONSUMER BUYING
BEHAVIO UR A T
TIM E TO P URCHASE HERO HONDA
BI1 E-
/ &o you have o.n bieJ
@aA )es W X. @bA #o W X
If yes than,
: 9hich company bie do you have at presentJ
!ompany
E 9hom do you refer to purchasing bieJ
@-A #e.s paper W X @!A TC advertisement W X
@?A (riends W X @&A others W X
0 9ho is decision maer for purchasing bie in your familyJ
@-A (ather W X @?A +other W X
@?A Self W X @&A other W X
3E
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5 *o. you purchase bieJ
@-A ?y cash W X @?A ?y Foan W X
3 9hat features you considers .hen you purchase bie
please give the ran.
attributes excellent Cery
good
good -verage ,oor Cery
poor
price
Fess maintenance
Style
&urability
+ileage
6asy driving
?rand reputation
!olor
8 $ate the follo.ing attribute of sho. room
-ttributes / : E 0 5
-vailable
-fter sales
Services
infrastructure
2 (rom .here are you purchasing J
30
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@-A Shivani -uto W X @!A Shiddi -uto W X
@?A &hruv -uto W X @&A others W X
4 $ate the follo.ing schemes that attract you most.
attributes / : E 0 5
Special
offer
6xchange
offer
Special
gift
!ash
discount
/B $ate the follo.ing feature you have purchase hero *onda
?ie.
-ttribute / : E 0 5
+ileage
-vailable
,rice
-fter service
,ic up
// give your suggestion.
35
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CUSTOME R PE RSON AL IN FOR M ATI ON5 -
-. #ame; "
?. -ddress;"
!. phone no;"
&. -ge @in yearA;"
/2 to :B W X :/ to :5 W X
:3 to EB W X E/ to E5 W X
E3 to 0B W X 0/ N above W X
6. %ccupation;"
Services W X ?usinessman W X
Students W X ,rofessional W X
%thers W X
(. monthly income;"
5BBB W X 5BBB"/B,BBB W X
/B,BBB"/5,BBB W X /5,BBB":B,BBB W X
:B,BBB -bove W X
Sing.
&ate.
33
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38