PREFACE

This research paper is based on identified the brand values of

Hero Honda’s brand for this I have selected 7 brand of Hero
Honda Ltd and trying to find out result that which brand has more
values among the five values of brand. Hero Honda is the India’s
number one two wheeler company. It has maximum number of
customer in comparison to other two companies in India. Market
of two-wheeler is one of the biggest domains in India. I tried to
find out that which brand values are more associated to different
brand of Hero Honda.
At the end we were able to find some really amazing facts on
which our conclusions were based.

Gurupratap singh
 ACKNOWLEDGEMENT

This project would not have came into existence without the
guidance and support of our mentor and H.O.D., DBA, Prof. Vibhor
Mishra who was there to help us and guide us at any hour of the
day.
I would like to extend my gratitude towards the customers who
gave their precious time to fill our questionnaire. At last I would
like to thank entire PGDM-1st year. And my family members whose
support and encouragement was required continuous.

Gurupratap singh
 CONTENTS

 PREFACE I
 ACKNOWLEDGEMENT II
 CHAPTERS
1. Introduction
1.1 Research Purpose
1.2 Research Objectives

1.3Company profile
2. Research Methodology
2.1 Research Design
2.2 Sample design
2.3Data collection
3. Analysis and Interpretation of Data
3.1 Data analysis
3.2 Survey finding
4. Limitations of the study
5. Suggestions and Recommendations
6. Conclusion

 ANNEXURES
Questionnaires
 BIBLIOGRAPHY
 1. INTRODUCTION
1.1 PURPOSE
The purpose of this research is to understand the Brand
values of the seven Hero Honda bikes. To know among the five
brand values which value is more for different seven bikes.

1.2 OBJECTIVES
Based on the problem statement and the research
purpose the following objectives were constructed.

Main objectives-
1. To collect information about the Hero Honda bikes

which is used by users.

2. To Find out the status of Hero Honda bikes with
respect to their brand values.
3. To find out the satisfaction level of the Hero Honda

bikes with respect to different brands.

4. To get the response of customers about Hero Honda

bikes.

1.3 SCOPE OF THE STUDY

• The research has covered only Lucknow city (few
location) customers using Hero Honda bikes.
• I have covered only the users of Hero Honda bikes. So
that I can make out the results.
 • The research has performed on the “five values of
brand.”

COMPANY AND IT’S PRODUCTS

PROFILE
Company history
“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, they are
related to Jagdish Lal Munjal

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

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.

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.

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.

Just-in-Time Manufacturing

The Hero Group through the Hero Cycles Division uses 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.

Criticism

There is a frequent complaint that the biking enthusiasts in India

make in many Auto-related forums which is related to Hero Honda
not making serious efforts to upgrade its models as frequently as
its competitors like Yamaha,Bajaj and TVS. Many bike enthusiasts
in India feel that Hero Honda only upgrades the "stickers" along
with the names of its bikes.'Sticker' upgrading can be easily
noticed by observing the technical specifications of the models
Splendor, Splendor Plus, Passion, Passion Plus, Karizma, Karizma
R. Another frequent complaint made by Bike enthusiasts is that
Hero Honda has too many bike models with exactly same or
similar engines despite of the company claiming that it caters to
'all segments'. While Bajaj rolls out new models with many
improvements, there have been very less new or feature-
upgraded models from Hero Honda.The latest bike from Hero
Honda is Hunk which again has an engine more or less similar to
CBZ-Xtreme and now Yamaha has launched two new bikes YFZ-
R15 and FZ16 to compete with Hero Honda and Bajaj

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 20 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 its three globally
benchmarked manufacturing facilities. Two of these are based at
Dharuhera and Gurgaon in Haryana and the third state of the art
manufacturing facility was inaugurated at Haridwar, Uttrakhand in
April this year. These plants together are capable of producing out
4.4 million units per year.

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 stockiest 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 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.''
HERO HONDA'S MISSION

Hero Honda’s mission is to strive for synergy between technology,

systems and human resources, to produce products and services
that meet the quality, performance and price aspirations of its
customers. At the same time maintain the highest standards of
ethics and social responsibilities.

This mission is what drives Hero Honda to new heights in

excellence and helps the organization forge a unique and
mutually beneficial relationship with all its stake holders.

HERO HONDA'S MANDATE

Hero Honda is a world leader because of its excellent manpower,

proven management, extensive dealer network, efficient supply
chain and world-class products with cutting edge technology from
Honda Motor Company, Japan. The teamwork and commitment
are manifested in the highest level of customer satisfaction, and
this goes a long way towards reinforcing its leadership status.
BOARD OF DIRECTORS

No Name of the Directors Designation

.
1 Mr. Brijmohan Lall Munjal Chairman & Whole-time
Director
2 Mr. Pawan Munjal Managing Director & CEO
3 Mr. Toshiaki Nakagawa Joint Managing Director
4 Mr. Sumihisa Fukuda Technical Director
5 Mr. Om Prakash Munjal Non-executive Director
6 Mr. Sunil Kant Munjal Non-executive Director
7 Mr. Masahiro Takedagawa Non-executive Director
8 Mr. Satoshi Matsuzawa Non-executive Director
(Alternate Director to Mr.
Takashi Nagai)
9 Mr. Pradeep Dinodia Non-executive & Independent
Director
10 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent
Director
11 Mr. Analjit Singh Non-executive & Independent
Director
12 Dr. Pritam Singh Non-executive & Independent
Director
13 Ms. Shobhana Bhartia Non-executive & Independent
Director
14 Mr. Sunil Bharti Mittal Non-executive & Independent
Director
15. Mr. Meleveetil Damodaran Non-executive & Independent
Director
16. Mr. Arun Nath Maira Non-executive & Independent
Director
PRODUCT PROFILE

HERO HONDA SPLENDOR

It is one of the largest selling motorcycle in the world. The bike
specializes in dual use motorcycles that are underpower but very
fuel efficient. It is an executive segment motorcycle specially
made for the office goers

Stroke Maximum Displacemen

Company
Power t
Hero Honda 4-Stroke, air 7.1 bhp/ 8500
97.2 cc
Motors Ltd. cooled rpm

Striking Features

• Splendid Looks
• Excellent Performer
• Cushioned Ride

Colors Available

• Candy Tahitaian Blue

• Hi Performance Red
• Blaze Blue Metallic
• Cloud Silver Metallic
 • Chilli Green
• Hi Granite Blue
• Tornado Grey
• Black with Blue Silver Stripe
• Black Calliper Yellow
• Black Old Stripe

Awards

Awaaz Consumer Most Preferred Two Wheeler Brand in

Award 2006: India.

Price Tag

Rs 40,650 Ex-Showroom in Delhi.

(The prices are to the close approximation. Please check the

latest prices and variant specifications with your dealer.)

Technical Specifications

Dimension & weight

Overall height 1040 mm
Overall length 1950 mm
Wheelbase 1230 mm
Ground Clearance 159 mm
Kerb weight 100.3kg
Fuel Tank
10.5 litres
Capacity
Engine
Type 4 - Stroke, air cooled
No. of cylinders 1
Displacement 97.2 cc
Electrical 12V-2.5AH
Transmission
No. of Gears 4 - speed
Performance
Maximum Power 7.1bhp/8500rpm
Start Kick start
Suspension
Front Telescopic hydraulic fork
Hydraulic spring loaded type with both side
Rear
action.
Tyre
Tyre (front) 2.75 x 18-4 PR
Tyre (rear) 2.75 x 18-6 PR
Brakes
Type of brake Drum type (130 mm Diameter)
(front) Optional: Disc type (240 mm Diamter)
Type of brake
Drum type (110 mm Diameter)
(rear)

HERO HONDA KARIZMA

get Set Go...

Hero Honda Karizma was the first real sports

bike in India. The bike addresses to those
who have a passion for speed and styling
and head-turning looks. It has 17 ps power
thrust and picks up 0-60 in 3.8 heart-
stopping seconds. The bike is based on
power and styling. Disc breaks and Mag
wheels makes Karizma the safest jet on the
road.
 Company Stroke Maximum Power Displacement
Hero Honda
4-Stroke 16.8 bhp @ 7000 rpm 223 cc
Motors Ltd.

Striking Features

• Style
• Sporty position of the seat.
• It stands on its feet even at speeds reaching up to 130
kmph.
• Fuel Efficiency.

Color Variants

• Pearl Composed Red

• Myth Gold Metallic
• Sparkling Silver
• Turquoise Blue
• Candy Blazing Red
• Black
• Moon Yellow

Price Tag

Rs 79,000 Ex-Showroom in Delhi.

(The prices are to the close approximation. Please check the

latest prices and variant specifications with your dealer.)

Technical Specifications

Dimension & Weight

Overall height 1160 mm
Overall length 2125 mm
Overall Width 755 mm
Wheelbase 1355 mm
Ground Clearance 150 mm
Kerb weight 150 kg
Fuel Tank Capacity 15 litres
Engine
Type OHC, Air Cooled
Stroke (2/4) 4-stroke
No. of cylinders Single Cylinder
Displacement 223cc
Electrical 12 V, 7.0 Ah
Transmission
No. of Gears 5 speed
Clutch Multi-plate wet type
Performance
Maximum Power 16.8bhp @ 7000rpm
Max. Torque -
Start Kick / Electric
Suspensions
Front Telescopic Hydraulic Shock Absorbers
Swing arm with 5 step adjustable type
Rear
hydraulic shock absorber
Brakes
Front Disc Brakes, 276 mm diameter
Rear Internal Expanding Shoe, 130 mm
Tyres
Front 2.75 x 18” - 42 P
Rear 100 / 90 x 18” - 56 P

HERO HONDA PASSION PLUS

When Style Matters More

The Hero Honda Passion Plus is a cosmetic

upgradation of the Hero Honda Passion that
involves two tone colors, body colored
mirrors, white dial instrument cluster and a
wider pillion grip. It has included new bright
multi-reflector headlight, tall light and
indicators that provides improved safety
while driving

Company Stroke Maximum Power Displacement

Hero Honda
4-Stroke 7.5 PS at 8000 rpm 97.2 cc
Motors Ltd.

Striking Features

• Aluminium die cast rear grip

• Heat protector on the muffler
 • New dials in the instrumental panel
• Multi-reflector winkers
• Wider wheel base
• Large storage space with locking facility
• Broad rear tyre

Color Variants

• Moon yellow
• Cloud silver
• Amranth maroon
• Tornado grey
• Tahitian blue
• Black with magna red stripes
• Black with purple stripes
• Candy blazing red
• Turquoise blue
• Tasmanian green
• Black with orange stripes

Price Tag

Rs. 43,250

(The prices are to the close approximation. Please check the

latest prices and variant specifications with your dealer.)

Technical Specifications

Dimensions & Weights

Length 1980 mm
Width 720 mm
Height 1060 mm
Wheel base 1235 mm
Ground clearance 160 mm
Kerb Weight 116 kg
Fuel Tank Capacity 12.8 Litre
Engine
Type Air - Cooled , OHC
Stroke (2/4) 4-stroke
No. of cylinders Single cylinder
Displacement 97.2 cc
Electrical 12 V-2.5 Ah
No. of Gears 4 - Speed constant mesh
Clutch Multi-Plate Wet Type
Suspension
Front Suspension Telescopic Hydraulic Fork
Swing Arm with 5 step adjustable
Rear Suspension
hydraulic damper
Brakes
Internal Expanding Shoes Type 130mm/
Front Brake
Hydraulic Disc Type (Optional)
Rear Brake Internal Expanding Shoes Type 130 mm
Tyres
Front Tyre Size 2.75 x 18” - 4 PR / 42 P
Rear Tyre Size 3.00 x 18” - 4 / 6 PR
Performance
Maximum Power 7.5 PS @ 8000 rpm
Start Kick Starter
 HERO HONDA GLAMOUR
Live The G Life

Hero Honda Glamour has been set in the

premium segment by the company. The bike
comes in 125cc with a curvaceous and new
fairing design look. The engine of Glamour is
developed by Japanese partner Honda's
research & development team. It has better
mileage and high power. The 'Quantum
Core' engine and the flush-type lock on the
fuel tank of Glamour is a first-of-its-kind in
the segment. It is sure to attract the young bikers.

Company Stroke Maximum Power Displacement

Hero Honda 4-Stroke 7.16 kW @ 7500 rpm 124.8 cc
 Motors Ltd.

Striking Features

• Next generation engine from Honda.

• New bigger fuel tank with flush type cap.
• Elegant tri pod instrumental panel.
• New stylized muffed muffler with heat guard.
• New age large silver colored utility box.

Model Variants

• Base model
• Glamour F1

Color Variants

• Candy Blazing Red

• Black with Blue Stripes
• Excellent Blue Metallic
• Vibrant Green Metallic
• Cloud Silver Metallic
• Black with Yellow Stripes
• Palace Maroon Metallic
• Impulse Orange Metallic
• Frost Blue Metallic

Technical Specifications

Dimensions & Weights

Length 2017 mm
Width 770 mm
Height 1136 mm
Wheel base 1260 mm
Ground clearance 164 mm
Kerb Weight 118 kg
Fuel Tank Capacity 13 Litres
Engine
Type Air - Cooled , OHC
Stroke (2/4) 4-stroke
No. of cylinders Single cylinder
Displacement 124.8 cc
Electrical 12 V, 35 /35 Watt, Digital ignition
Bore x stroke 54.5 mm x 53.5 mm
No. of Gears 4 - Speed constant mesh
Suspension
Front Suspension Telescopic oil- damped, 105 mm travel
Rear Suspension Hydraulic with co-axial spring, 75 mm travel
Brakes
Drum brake 130 mm dia. / Disc brakes 240
Front Brake
mm (Optional)
Rear Brake Drum brakes 130 mm dia. at rear
Tyres
Front Tyre Size 2.75
Rear Tyre Size 3.0” x 18
Performance
Maximum Power 7.16 kW @ 7500 rpm
Max. Torque 9.5 Nm @ 5500 rpm
Start Kick Start

HERO HONDA CBZ X-TREME

 Live Extreme

World's biggest two wheeler maker Hero

Honda Motors Ltd. has launched CBZ X-
treme in the 150 cc segment. Facing tough
competition from its key rivals Bajaj Auto
and TVS Motors, the Hero Honda company
has unveiled this model in the new avatar of
CBZ. The CBZ launched in 1999 was a very
popular and stylish bike. The all new CBZ X-
treme model has been developed with the
efforts of the R&D team of Hero Honda. CBZ Extreme powered by
150 cc engine that generates 14 ps of power @ 8500 rpm, this
makes CBZ Extreme the most powerful bike in this segment.

The powerful CBZ X-treme is equipped with loads of features.

Diamond-frame type tubular chassis, box-section swing arm,
adequate ground clearance of 145 mm with stepped up pillion
seat and split grab rail provides the extreme driving pleasure for
rider and the pillion rider. This new offering from Hero Honda
comes with disc brake and 5 spoke alloy wheel as standard
fitment.

Launched in two variants with kick-start and self-start option, CBZ

X-treme is up for sale with a ex-showroom price tag of Rs. 54,000-
56,000.

CompanyNam Segme Displaceme

Maximum Power
e nt nt
Hero Honda 10.6 KW ( 14.4 ps) @
150 cc 149.2 c.c
Motors Ltd. 8500 rpm

Striking Features of CBZ X-treme

• Powerful engine of 150 cc with 14 ps of power @ 8500

rpm..
• Loaded with AMI - Advanced Microprocessor Ignition
System.
• Advanced braking system of Disc brake on front wheel.
 • Step seat comfortable ride.
• Multi-reflector winkers and LED tail light with unique
split rear grip gives the bike a sporty and trendy looks.
• New age asymmetric instrument panel in dual tone
finish.
• 05 spoke alloy wheels gives the bike an appealing
looks.
• Good looking wiser with tinted windshield.
• Multi-reflector headlight with separate pilot lamp.

Available colors of CBZ X-treme

The 150 cc CBZ X-treme is available in 05 shining colors :

• Sports Red
• Candy Blazing Red
• Boon Silver Metallic
• Black
• Vibrant Blue Metallic

Price of CBZ X-treme

Price for two variants of kick-start and self-start for CBZ X-treme
is Rs 54,000 and Rs 56,000. Both the variants comes with alloy
wheel and disc brakes as standard fitment.

(Please Note: The prices are ex-showroom and based on the close
approximation. Please check the latest prices and variant
specifications with your dealer)

Quote-Unquote

"We expect to capture the top position in the premium segment

with the new bike. We are also working on another bike in the
premium segment.''
CBZ has remained a icon in the market and we expect to regain
the same position enjoyed earlier. It is the fastest bike in class
and comes with a three year warranty. We have added many
features like a LED tail light, split rear seats and a pilot lamp,
which are industry first in India."

Said Pawan Munjal, Managing Director and CEO, Hero Honda

Technical Specifications of CBZ X-treme

Dimensions & Weight

Wheelbase (mm) 1325
Length (mm) 2080
Width (mm) 765
Height (mm) 1145
Ground Clearance
145
(mm)
Weight (kgs) 141
Engine
Model Designation Air Cooled, 4 Stroke OHC
Starting Self Start/Kick Start
Idle Speed 1400 rpm
Displacement (cc) 149.2cc
AMI - Advanced Microprocessor Ignition
Ignition
System
Bore & Stroke 57.3 X 57.8 MM
Suspension
Front Telescopic Hydraulic Shock Absorber
Swing arm with adjustable hydraulic
Rear
shock absorber
Brakes
Front Disc Type (dia 240 mm)
Rear Drum Type, internal expanding shoe type
Tyres
Front 2.75 X 18" 42 P (Alloy)
Rear 100/90 x 18 - 56 P (Alloy)
Fuel Tank 12.3 Lts.
Performance
Max. Horsepower
10.6 KW(14.4 PS) @ 8,500 RPM
(ps/rpm)
Max. Torque (kg
12.80 NM @ 6,500 RP
m/rpm)

HERO HONDA HUNK

Because Muscles Matter

Hero Honda Motors Ltd. (HHML), India's

leading two wheeler manufacturer, has
launched its new offering as Hunk in the 150
cc segment. This new bike is the fourth
launch in the premium segment after 156 cc
CBZ Xtreme, 150 cc Achiever and 225 cc
Karizma. Hero Honda Hunk carries robust
looks and muscular styling with big tank
shrouds, 5 spoke black alloy wheels,
telescopic fork suspension and new GRS (Gas Reservoir
Suspension) at rear. Hunk is powered with 150cc engine that
generates 14.4Ps at 8500rpm of power and 12.8Nm of Torque.

Hero Honda has launched the 150 cc Hunk in two variants of kick
start and self start with the price tag of Rs. 55,000 and 57,000
respectively. The all new Hunk is available in four colours - black,
blue, red and silver.
With the launch of Hunk Hero Honda aims to make its premium
position in this segment. On the launch of Hunk, Pawan Munjal,
Managing Director and CEO, HHML, said "The 'Hunk' is our tribute
to the Youth of India today - confident and ready to take on the
world. It personifies the very fighting spirit and resilience of our
youngsters, who are making a mark for themselves in their
chosen fields of vocation. Some of the key findings of our
extensive research amongst the youth have been incorporated
into the 'Hunk' to make it a complete package of world class
technology, unprecedented features and stunning looks. I am sure
there will be many more 'Hunks' on Indian roads soon."

Segme Displaceme Maximum

Company Name
nt nt Power
Hero Honda Motors Ltd. 14.4 ps @ 8500
150 cc 149.2 c.c
(HHML) rpm

Striking Features of Hero Honda Hunk

• Robust masculine looks with strong presence

• Gas charged, adjustable rear shock absorber
• Fuel efficient and powerful Advanced Tumble Flow
Induction (ATFI) Technology engine
• Convenient, safe and effortless kick start
• Large fuel tank and aerodynamic tank Shrouds
• Stylish, clear lens multi reflector indicators
• Puncture resistant tuff -up tube.
• Available in 04 sizzling colors and options of kick start
and self start

Available colors Hero Honda Hunk

• Black
• Blue
• Red
• Silver

Price of Hero Honda Hunk

Hero Honda Hunk is available in two variants of kick start and self
start with the price tag of Rs. 55,000 and 57,000 respectively.

(Please Note: The price range is ex-showroom and based on the

close approximation. Please check the latest prices and variant
specifications with your dealer)

Quote Unquote
"The Hunk would complete our product portfolio in the premium
segment. From our models in the premium segment, we are
expecting highest numbers from the Hunk"

Said, Hero Honda Motors Limited Managing Director Pawan

Munjal.
Technical Specifications of Hero Honda Hunk

Dimensions & Weight

Length (mm) 2080
Width (mm) 765
Height (mm) 1095
Wheelbase (mm) 1325
Kerb Weight (kgs) 145
Ground Clearance
145
(mm)
Engine
Model Designation Air Cooled, 4 - Stroke Single Cylinder OHC
Starting Self Start/Kick Start
Displacement (cc) 149.2
Advanced Microprocessor Ignition System
Ignition
(AMI)
Bore & Stroke 57.3 X 57.8 mm
Suspension
Front Telescopic Hydraulic Shock Absorbers
 5 Step Adjustable Gas Reservoir
Rear
Suspension - GRS
Brakes
Type Disc: 240 mm Dia Disc - Non Asbestos Type
Internal Expanding Shoe Type (130 mm),
Rear
Non Asbestos Type.
Tyres
Front 2.75 X 18 42P
Rear 100/90 X 18 - 56P (With Tuff-up Tube)
Fuel Tank 12.4 Litre
Performance
Max. Horsepower
10.6 Kw (14.4 Ps ) @ 8500 rpm
(ps/rpm)
Max. Torque (kg
12.80 N-m @ 6500 rpm
m/rpm)
 RESEARCH
METHODOLOGY

2.1 RESEARCH DESIGN

The research design is a formal study of the user of
Hero Honda bikes in few areas of the Lucknow city. The goal of
the research design is to find the brand values of Hero Honda
bikes through a structured approach.
Primary data was collected through personal (face-to-
face) interview of the respondent using structured questionnaire
as the instrument. The respondent was the user of Hero Honda
bikes. Limited use of secondary data (desk research) was needed
for the project completion.
Charts and figures were used to help me arrive at a
conclusion and to give appropriate recommendation for the
betterment of Hero Honda Bikes.
Research environment consisted of actual field
conditions. I have surveyed 150 users of selected Hero Honda
bikes.
 2.3 SAMPLING DESIGN

Restricted sample was used as an element selection

technique. The sample unit, i.e. each user of Hero Honda bikes
was drawn individually from the population of the bike users at
large.
Researcher was covered 20 people every day.
I used non-probability sample type for the ease of use.
The sampling technique was simple random sampling.
Researcher had the freedom to choose any user of hero Honda
brand bikes their particular area.
This representation was the basis for the research
analysis. It was adopted for the ease in conduct of the survey.
Time and cost were the other factors, which supported the need
for this sampling design.
 2.4 DATA COLLECTION

In this research project, both primary and secondary

data were collected.
Primary data was collected through personal (face-to-
face) interview of the respondents using structured questionnaire
as the instrument. Direct observation was also used for the
visibility of the brands hero Honda.
I interviewed 150 respondents across the few areas in the
Lucknow city. Secondary data used in the project report, was
collected from the internet, research books, magazines &
newspapers.
3 – ANALYSIS AND INTERPRETATION OF DATA

3.1-DATA ANALYSIS
Field editing was done on the data i.e. soon after the
interview all the abbreviated forms and symbols used (due to
shortage of time and stress) were changed to their respective
meanings for e.g I was used simple rating scale in questionnaire it
helps to respondent to give quick response.
All the data was entered in the questionnaire in a
standard form.
Data entry through a keyboard was done in a formatted
excel sheet for easy calculations and analyses.
Data was analyzed using bar and pie charts and
summary of the analyses has been attached in an image form in
the ‘findings’ section. Most of the findings are in percentage form
for easy comprehensibility.

3.2 SURVEY FINDINGS

This section has been divided according to the number
of objectives we intended to cover in the beginning. Each of the
objectives is explained with appropriate graphs to support the
data.
Motivation values

This graph is showing that Hero Honda ‘s brand Splendor has

(26%) more motivational valves in comparison to other
brand.CBZ and KARIZAMA both are the more expensive even that
they have attract to the people to buy. The graph shows that
super splendor has least rated (1%) bikes in term of preference or
motivation to buy that is the reason company withdrawn this bike
from the market.
Memorization Values:

Hero Honda India’s no-1 bikes producer. It has no. of

brands for different customers. I have taken seven brands
of Hero Honda in that Splendor (31%) get maximum rate
in term of memorization and second rated bikes is CBZ
(20%) . Kaizama (17%) gets third position.
Association values:
Maximum number of respondent rates Splendor (32%) has more
association values. Karizama (22%) is the second rated bikes in
term of association value even that Karizama is more expensive
in term of price and fuel efficiency. CBZ is first sport bike of Hero
Honda rated on third position by the respondent.
Repurchase value:
In all seven bikes Splendor has more re-purchase value. 37% of
total respondent rated that Splendor has more repurchase value
in comparison to others brands of Hero Honda. Second highest
rated bike is Passion Plus with having 27% response. Karizama is
least rated bike in term of re-purchase value.
User of Bikes:

I have taken response of 150 respondent, in total respondent I

was met 38% people who are not riding any bike of all seven
bikes which I have chosen although they are Hero Honda
customer and 22% respondent are riding Splendor and 20%
respondent are riding Passion Plus. In total respondent no one
ride Super Splendor and Karizama right now.
 Satisfaction level:
This graph represents the satisfaction level of the consumer
of their currently used bike. It is one general question asked by
every respondent that what the satisfaction level they have.
Maximum number of respondent are rated in 4 (good,81%). Only
13% respondents are highly satisfied with their bikes, 4%
respondent says average and 2% respondents say very bad. This
graph is the representation of respondent who has Hero Honda’s
brand or any others brand they use right now.
 4-LIMITATIONS OF STUDY
All the research studies have their limitations, and
sincere investigator recognize that readers need aid in judging
the study’s validity.
Putting on the limitations is the evenhanded approach
and one of the hallmarks of the honest and competent
investigator.
The limitations that I have encountered during its
project are as follows-

• I visited all the major market of the Lucknow city and served
people who have Hero Honda bikes. Some time I was took
response from non-hero Honda bikes user.
• Some time I was saw that people were not taking interest to
fill the questionnaire. Its create problem for taking true data.
• Feedback is just the representative of the entire population;
it only states the opinion of a few respondents.
• Time constrain was a major limitation.
• Being students of PGDM we could not spare much time for it
and hence we could not go for very big sample size.
• Most of the questionnaires were filed by the students.
• Although collection of feedback was one of the research’s
objectives, there was no space inside the survey form for it.
The feedback is not representative of the entire sample; it
only states the opinion of few of the respondents. Some of
the claims may need further research to support the data.
 5. SUGGESTIONS AND RECOMMENDATIONS

The analysis of inferences drawn from the research portray that

• Hero Honda is a good company with various brands but
all brands having similar looks.
• Company changes only physical shape of bikes and
launch in the market with another name and high price.
• Customers are feeling uncomfortable to buy high end
bikes.
• Now the behavior of Indian customer has been change
and they are looking for style and more re-purchase
values.
• Customers are confused with advertisement of company.
• Customers are looking for good ROI (return on
investment) but in Hero Honda only middle class bikes
having good RoI.
suggestions

 Hero Honda is doing very well in Indian two-wheeler

Market segment. Company having bikes of all the
class of customers with various price
ranges.Company must be providing justifiable price
range according to their technical specialty.
 Customers are looking good Re-purchase values in
high end bikes like CBZ, Hunk etc.
 Company must do work on to increase brand values
of different brands like Splendor has
 Company must be introduced new technology in the
medium range bikes.
 Company should try to focus on low income group
customers so that they can beat TVS & BAJAJ & also
can raise market share.
 6. CONCLUSION

Finally, analyzing all the facts & figures now I can say that

only Hero Honda Splendor has dominated in the

market with highest rated two-wheeler in term of

brand values. Hero Honda Splendor is only one

bike which has all the five values of brand. No

other bike of hero Honda having all the values of

brand that is the reason behind the mega success

of Hero Honda Splendor in Indian two-wheeler

market segment. it has the highest rated bike in

term of Re-purchase values. Secondly, I found Hero

Honda Passion has secured values in comparison to

other bikes which i have taken. Hero Honda is also

in the high price brands like CBZ, Karizama, Hunk

etc. but unfortunately because of loop holes

company is unable to cater the need of high level

 and that’s why company is unable to earn more

profit & increase in market share.

ANNEXURES

• Questionnaires
 BIBLIOGRAPHY

1. Marketing Research by Green and Tull.

2. Marketing Management by Philip Kotler

3. IC-33

WEBSITES
www.dogpile.com

www.ask-me.com

www.google.com
RESEARCH REPORT
ON
BRAND POTENCY
OF
HERO HONDA
SUBMITTED TO: SUBMITTED BY:

MR. VIBHOR MISHRA GURUPRATAP SINGH

H.O.D. DBA EN roll 1003
IISE,lucknow PGDM, 1ST YEAR